26 SEPTEMBER 1*69
40< ■ copy • $S m yaar
PART ONE
SPO
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
HE STORZ STATIONS ■
t more mileage
for your money . .
ILL 'ER UP AT THE STORZ STATIONS
(each preferred in its market)
re there
torz Station^
I there's audience
The
STORZ
Stations
today's Radio
for today's selling
Todd Storz, President
Home Office: Omaha
WDGY, WHB, KOMA, WQAM
represented by John Blair & Co.
' s
AUTO MAKERS
GET SET
FOR A BRAWL
Small cars vs. big cars
brawl is on. Ad dol-
lar spending may open
way for new air era
Page 31
Burnett's new
contract for
tv tape buying
Page 35
In and out
on Madison
Avenue
Page 40
Half-hour show
costs holding
firm— Tv Basics
Page 43
14/ T IV rnnrArAptftrl hu A #4 «t m V
m y mi net
Courtesy Nciman~MarcuD Atttoitic Salott, 1'rcnton Cent
A coiffure for her and her alone . . . this is the
proud achievement of the creative hair stylist.
He possesses a "quality touch" which comes
from dedication and pride.
It is a like characteristic among today's
better radio and television stations ... setting
them apart through dedication to quality!
Represented by
The Original Station Representative
radio & television • dallas
Serving the greater DALLAS-FORT WORTH market
BROADCAST SERVICES OF THE DALLAS MORNING NEWS
Don Juan made things happen in Spain . . . and
WPEN
9
WPEN is the only station in Philadelphia
broadcasting Signal 95 — on-the-spot tape
recordings of traffic violators by police
officers who are wired for sound! The actual
conversations . .the excuses. .the arguments!
In Public Interest . . and in Sales . . WPEN
Makes Things Happen In Philadelphia.
WPEN
Represented nationally by GILL — PERNA
New York, Chicago, Los Angeles, San Francisco, Boston, Detroit
CONSOLIDATED SUN RAY STATIONS
the
most;
To say the least. WBIR-TV
has THE MOST top-rated
shows in Knoxville. And
Man . . . that signal is WAY
OUT ... it really COMES
ON ... in those 227, 166 TV
homes in its coverage area.
Call your Katz Man . . .
MAN!
WBIR-TV
CHANNEL ~|
KNOXVILLE-TENN.
© Vol. 13, No. 39 • 26 SEPTEMBER 1959
SPONSOR
THE WEEKLY MAGAZINE TV/ RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Coming: Hell on wheels
3 1 Dctroil's new small car-big car brawl is going to be a beaut, and they'll
slug it out with ad dollars. Result may launch a new era for air media
Burnett simplifies tv tape buying
35 Leo Burnett's standard provisions contract with Telestudios sets a
precedent for agency-producer negotiations on video tape commercials
Tv up 17.3% for first half 1959
37 Television Bureau of Advertising reports combined spot and network tv
time investments for first six months of this year at 1624.7 million mark
Birth pains of a new tv campaign
38 Here's how Ogilvy, Benson & Mather sweated through brand, copy and
media research to come up with new $1 million Maxwell House campaign
In and out on Madison Ave.
40 With apologies to Robert Benton and Harvey Schmidt, Donahue & Coe's
Eugene Trivell picks up where they left off, covers the ad field 1
Merkel finds new quality markets
42 Meat packer forsakes "snob" appeal for quality line and uses radio to
reach all economic, age and ethnic groups in New York radio campaign
No rise in half-hour tv show costs
43 Rundown of average show costs points up stability of half-hour format
this season, as compared with bigger, more expensive extravaganzas
FEATURES
12 Commercial Commentary
72 Film-Scope
24 49th and Madison
64 News & Idea Wrap-Up
6 Newsmaker of ihe Week
64 Picture Wrap-Up
lO Reps at Work
88 Seller's Viewpoint
56 Sponsor Asks
74 Sponsor Hears
1 7 Sponsor-Scope
90 Sponsor Speaks
28 Spot Buys
62 Telepulse
90 Ten-Second Spots
86 Tv and Radio Newsmakers
71 Washington Week
Member of Business Publications ItTirl
Audit of Circulations Inc. * ' " J
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrray
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: SUperior 7-9863. Birmingham
Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunsel
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11,
Md. Subscfiptions: U. S. S8 a year. Canada & other Western Hemisphere Countries $9 t
year. Other Foreign countries Sll per year. Single copies 40c. Printed in U.S.A.. Addresi
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published weekly
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md.
©1959 Sponsor Publications Inc.
SPONSOR
26 SEPTEMBER 1959
PEOPLE
work — play — LIVE
by RADIO!
WHO Radio Reaches From 18% to 35% of the Total Radio Audience
in 93 "Iowa Plus" Counties, Sign-On to Sign-Off!
PINNING or primping, radio entertains
and informs her — even when she can't
take her eyes from the job at hand. There's no
time to interrupt her daily chores for reading
or viewing. Radio sells more economically, more
completely, more often.
WHO is the big-audience radio station in
Iowa. It is aggressive, alert, alive — and it
invests tremendous amounts of time, energy
and money to attract and keep the big audience.
The 93-county area Pulse Report (Feb.-
March, 1959) gives WHO Radio from 18%
to 35% of the total radio listening audience
— first place in every quarter hour sur-
veyed — the balance being divided among
88 other stations!
You can SELL "Iowa Plus" through WHO
Radio — where you get the very best pro-
gramming in the State. Ask your PGW
Colonel for the details on Iowa's believable,
big-audience station.
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
NBC Affiliate
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Hartcr, Sales Manager
WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines: WOC-TV, Davenport
e^Peters, Griffin, Woodward, Inc., Sational Representatives
SPONSOR • 26 SEPTEMBER 1959
3
There's W JJCT in Jacksonville, where many of the most
interesting figures are displayed off the beaches. Such as WJXT's
coverage of well over twice the counties in Northeast Florida and
South Georgia (66 vs 28) . . . such as WJXT's 3 to 1 lead in the
Nielsen ratings . . . such as WJXT having' all the top 36 night-time
network shows! Can there be any doubt there's more . . .
much more to WJXT.
■WJXT Channel 4, Jacksonville, Florida WTOP Radio Washington, D. C. WTOP-TV Channel 9, Washington, D. C.
YOU
KCAN'T
KCOVER
TEXAS
without
KCEN-TV
EXCLUSIVE!
we're the only NBC
outlet for miles
around Central Texas!
Ji
CHANNEL
CEN-TV
TEMPLE - WACO
BLAIR TELEVISION ASSOCIATES
National Representatives
NEWSMAKER
of the week
Last week in Chicago the newly formed (last March ) Associ-
ation of FM Broadcasters met at the Palmer House to draiv up
battle plans for fin's expansiou iuto n major advertising me-
dium. With a serious, and practical determination not alivays
present at FM meetings, the Association chose as its presi-
dent a 35-year radio veteran with a strong sales background.
The newsmaker: Fred Rabell, manager and owner, with
his wife Dorothy Rabell, of radio station KITT, San Diego.
To an industry long dominated by minority groups with special
interests in the technical, engineering, or long-haired music aspects of
fm, Rabell brings an unusually practical and refreshing sales outlook.
"Fred Rabell," one of his long time friends told SPONSOR, "is an
extremek savvy businessman who knows how to sell radio."
Manhattan-born Rabell got into broadcasting in New York in the
mid-twenties almost by mistake. While working for a Wall Street
firm, he went on the air as a fledgling "investment counselor."
His radio broadcasts attracted the attention of the Perry interests
who offered him a job with their Florida stations. During the 1930's
Rabell was in charge of Perry operations in Jacksonville, Panama
City, and Ocala.
After four years in the Navy, where he served with distinction as
a commander on carrier duty, Rabell returned to radio as part
owner of am station WNCA, Asheville.
In 1947, John Ward Studebaker, then U. S. Commissioner of
Education who had a San Diego construction permit, asked Rabell I
to take charge of KSON (am) and KWFM (fm). The stations
began operation on 1 July 1947 and continued until 1950 when San
Diego built a freeway through the tower.
Resuming broadcasts in 1951, the stations were operated as KSON-
AM and KSDN-FM and programed separately. In 1957, Rabelll
made a move which characterized his confidence in fm. He sold the
am station but insisted on retaining ownership of the fm operation
(changing its call letters to KITT).
In two years, he has demonstrated his ability to place fm on a
sound commercial basis, his exact goal for the entire industry.
Interviewed by SPONSOR, Rabell said, "Fm has come into its own in j
the past three years. Our group is like a phoenix, rising from the
flames of past mistakes. We aim to promote fm not as a specialized
medium, but as a major means of mass communications."
Most industry observers believe that fm faces a tough battle to
reach its announced goal of $500 million advertising revenue, but
agree that Rabell will give fm the leadership it must have.
The National Association of FM Broadcasters, under Rabell, will
attempt to channel this interest into sound commercial avenues. As
one veteran broadcaster told SPONSOR, "The association's most im- 1
portant function is to define what we're selling — then prove it!" ^
SPONSOR
26 SEPTEMBER 1959
than any other Savannah medium!
COMPARATIVE ANALYSIS
Based upon Official Published Reports-Nielsen Coverage Study No. 2 for
Savannah, Georgia Radio Stations
. . .WSAV reaches 25,620
more radio homes than its
nearest competitor.
ASK YOUR EASTMAN MAN TO SHOW YOU
THE COMPLETE NCS No. 2 REPORT
It's
Savannah
Radio
Monthly
Number
Station :
Homes:
Coverage:
Counties:
WSAV
144,050
79,700
32
Station "A"
45,550
25,820
1
Station "B"
51,710
31,650
5
Station "C"
118,430
44,860
25
Station "D"
45,550
24,640
1
Station "E"
117,140
66,050
24
Average Daily Circulation (ABC Reports'
Savannah Newspaper
Savannah
Newspaper
"M"— 53,606
"E" — 23,977
in Savannah
WSAV
630 kc.
5,000 watts
Full Time
m
represented by
eastman
POWER
• ..your most
potent selling wedge!
-and in the Detroit Area
you get either or both
at the Lowest Rates of
any other Major Station.
0 ^kxzi
Jil
GENERAL OFFICES
* » GUARDIAN BLDG. • DETROIT 26, MICH.
/T
It
ROBERT E. EASTMAN & CO. J. E. CAMPEAU YOUNG TELEVISION CORP.
Nail Radio Rep President Noll TV Rep
SPONSOR
THE WCCHLV MAGAZINE TV * RAO I O AOVCRTISCRS USE
Editor and Publisher
Norman R. Glenn
Secretary-Treasurer
Elaine Couper Glenn
VP— Assistant Publisher
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
News Editor
Ben Bodec
Managing Editor
Florence B. Hamsher
Special Projects Editor
Alfred J. Jaffe
Senior Editors
Jane Pinkerton
W. F. Miksch
Midwest Editor (Chicago)
Gwen Smart
Film Editor
Heywaid Ehrlich
Associate Editors
Pete Rankin
Jack Lindrup
Gloria F. Pilot
Contributing Editor
Joe Csida
Art Editor
Mouiy Kurtz
Production Editor
Lee St. John
Readers' Service
Lloyd Kaplan
Editorial Research
Barbara Wiggins
Elaine Mann
ADVERTISING DEPARTMENT
VP-Eastern Manager
Bernard Piatt
Jack Ansell, Sales Development Mgr.
Robert Brokaw, Eastern Sales
VP-Western Manager
Edwin D. Cooper
Southern Manager
Herb Martin
Midwest Manager
Rov Meachum
Production Manager
Jane E. Perry
CIRCULATION DEPARTMENT
Allen M. Greenberg
ADMINISTRATIVE DEPT.
Laura Oken, Office Mgr.
George Becker; Charles Eckert;
Gilda Gomez
SPONSOR
26 SEPTEMBER 1959
THE DIFFERENCE
BETWEEN
GOOD AND GREAT IN
TWIN CITY
TELEVISION IS..
Unlike the oyster . . . good only in
months containing an "R," they say . . .
and great when it contains a pearl, WCCO
Television is great month after month,
year after year . . . and the pearl is
always there.
This Twin City oyster is credited with an
JULY '59 Nielsen Total Audience
average of 25 r ^ more sets in use,
sign on to sign off, every day of the
week, than its nearest competitor.
The difference between good and great in the highly
competitive, four channel Minneapolis - St. Paul
market is Channel 4's consistent deliverance of the
great bulk of audience.
Represented by Peters, Griffin and Woodward
SPChNSOU • 26 SEPTEMBER 1959 9
IN EVERY
QUARTER
HOUR
SEGMENT^]
•"Pulse, Seattle
May -June 1959
6:00 a.m. to 6:00 p.m.
See your Boiling Co. Rep!
Reps at work
Howard (Mac) McFadden, NBC Spot Sales, New York, notes that
more and more major network tv advertisers have beeome eognizant
of the invaluable support they can reeeive by baeking up their net-
work tv buys with spot radio. "With the rough competition among
the three tv networks this fall, a national average rating of 30 should
be considered good. But, this rela-
tively good rating may be earned
by very high ratings in small mar-
kets where competition exists be-
tween two or three stations. The
possibility remains that the ad-
vertiser may have a low rating
in a market whieh is of consider-
ably greater significance to him
and where competition may eome
from five or six tv stations." Mae
points out that even with a rating
of 30, the advertiser misses seven
out of 10 homes, leaving a gap that may dilute the total effectiveness
of the campaign. "The way to span this gap is with spot radio. By
using spot the advertiser ean pinpoint erucial market areas, insure
more eouiplete coverage and add additional impaet, whieh mean more
sales. Spot radio will extend a eampaign in its area and depth."
Roger LaReau, Edward Petry & Co., Ine., New York, notes that
every year at this time requests for minute availabilities pour in
from the ageneies, and stations find the time increasingly diffi-
cult to clear. "I am convinced that media people could accom-
plish their elients' sales goals more effectively via the judieious use
of ehainbreaks, or a combination
of breaks and minutes. Exeept
when introducing a new produet,
advertisers penalize themselves if
they use only minutes. With few
exceptions, the most efficient area
on any tv station is where the
prime time ehainbreaks and pres-
tige program adjacencies are
loeated, and it is here that the
greatest number of people can be
readied." Roger feels that reps
ean provide more information and
guidanee to reduee the seventh hour seramble after minute availabili-
ties." Buyers might be happily surprised at the grasp most reps have
of their markets and the stations. By consulting the rep, media-people
can save a good deal of time and labor, and I'll wager their spot tv
schedules will correspondingly turn out to be more sales productive.
10
SPONSOR • 26 SEPTEMBER 1959
nnbcr t/i a series .
> « , Ulll LI
k ir i
tiTrl
IT I
arter-fects
PENSACOLA, Florida -Population 194,500
Office hours : 9 am - 5 pm
Peak traffic hours : 6 :30 am - 9 am
3 :30 pm - 6 pin
Evening stores stay open: Friday
Peak shopping days : Friday, Saturday
Paydays : Industry — Wednesdays
Military — 1st and 15th
Major industry : Chemstrand — 6,400 employees
Military: Naval air station — $80,000,000 pay-
roll; Eglin Air Force — annual pay-
roll— $50,000,000.
/
WNVY
Hooper and Pulse rated ~fl
. . . every time period . . .
every day . . . every survey
from 7 am to 12 Midnight.
Twice ratings of second station.
fe;
•3
TULSA, Oklahoma -Population 378,500
Office hours: 9 am -5 pm
Peak traffic hours : 7 am - 9 am
4 pm - 6 pm
Evenings stores stay open : Mon., Thurs.
Paydays: 5th and 20th
Industry: "Oil capital of the World." Hub of
nation's pipe, producing and refinery
network.
Military : Douglas Aircraft on firm 2-year con-
tract for B-47 Modification. 7,000 em-
ployees ; $42,000,000 annual payroll.
KFMJ
Tulsa's "Gaslight" station,
programmed for buying
adults. Limit of two one-min-
ute commercials per quarter;
12:30 to 6 pm Mon. through Fri.
Regular rates.
SPARTANBURG, South Carolina- Population 180,500
WTHE
Mill shift : 8 am - 4 pm
Store hours : 9 -.30 am - 6 pm
Peak traffic hours : 6 :30 am - 8 :30 am
3 :45 pm - 6 :15 pm
Peak shopping days : Thurs., Fri., Sat.
Paydays: Thursday; 1st and 15th
Primary farm crop : Peaches. Area ships more
peaches than the "peach
state" — Georgia.
Growth : Population up 20% in 5 years.
Xoiv Pidse-ratcd #1 from 7
am to 12 Mid. Dominates
audience with 59 quarter-hour
"firsts" — compared to 9
"firsts" for Station "S" . . .
none for Station "O".
JACK MAS LA & COMPANY, trtcr
Jack Mas/a, President 40 East 49 St. Dick Lawrence
N. Y. C. 17 Director
Clem O'Neill, Mgr. Midwest PLaza 3-8571 of Programming
FOR FURTHER FACTS ON THESE AND OTHER MASLA-RE PRESENTED STATIONS, CONTACT
NEW YORK • CHICAGO • SAN FRANCISCO • KANSAS CITY • ST. LOUIS • LOS ANGELES
Masla Means Business
"SUNNY" is the
S ADULT
WESTERN
STATION*
The Western Coast of Florida,
that is! If you're shootin' for
adults in this territory, better
hire the top gun . . . WSUN!
"Sunny" is No. 1 in adult lis-
tenership, per 100 homes,
throughout the entire 24 hour
broadcast day! And Pardner,
WSUN delivers more homes,
at the lowest cost per home
of any station in the heart of
Florida!**
*Pulse, 6-'59
**NCS2
TAMPA - ST. PETERSBURG
Natl. Rep: VENARD, RINTOUL & McCONNELL
S.E. Rep: JAMES S. AYERS
12
by John E. McMillin
Commercial
commentary
The Sarnoff reply to Harper's
Did you happen to see the letter from Robert
Sarnoff of NBC in the September issue of
Harper's magazine?
I thought it was bright, clever, amusing, even
brilliant, but also somewhat disturbing.
NBC's board chairman was replying to the
extravagant, and ill-considered proposals of
John Fischer, Harper's editor, for the creation
of a super-intellectual National Broadcasting Authority.
Fischer, you will recall, suggested in the July issue of the magazine
that the present state of tv programing is so depraved that violent
measures must he taken. His plan : a channel rental tax on all tv
(and radio) stations of 10-159t of annual earnings.
The monies collected (Mr. Fischer, who is certainly not a CPA,
estimates them at $50 million) would be used to set up a Program-
ing Authority which would produce a minimum of three hour-long
puhlic service programs a week and schedule them on all stations
and networks in prime time.
According to Harper s, the magazine's offices have been "inun-
dated" with mail, and "mere than 99 r ( of the writers have expressed
dissatisfaction with the present state of tv and enthusiasm for the
present scheme."
Sarnoff, representing the 1% dissent, makes what Harper's calls
"not so much a direct comment as an ironic counter-proposal."
Slapping the other cheek
Applauding "Mr. Fischer's very earnest and sincere effort to solve
a problem which has bothered us for many years," Sarnoff with
obvious tongue-in-cheek suggests that the plan deserves a trial and
should be tested for size in the magazine field through the creation
of a National Magazine Authority (NMAl.
"It is hardly necessary" argues the NBC executive, "to elaborate
on the imbalance of mass-appeal magazines. In 1958, nearly a third
of all weekly magazine serials consisted of Westerns — a ratio several
times greater than the ratio of Westerns to other programs on
NBC TV.
"Why should the great mass of American magazine readers —
those who read Look, Playboy, The Saturday Evening Post, to say
nothing of more chastized brethren as Confidential — never be exposed
to Alfred Kazin's analysis of the fiction of the fifties in your Octoher
issue?
"Why should a member of the elite who happens to find some
amusement in Reader's Digest he saddled with the expense and trouble
of finding - more specialized fare in smaller publications?
The Sarnoff counterplan : set up an NMA with directors of "im-
peccable professional competence, high intellectual stature and de-
tachment." Under their direction, "exemplary articles, fiction, re-
SPONSOR
26 SEPTEMBER 1959
NOT FOR HIRE
signs are going up
everywhere for the
NBC Television Films — A Division of California National Productions, Inc.
GIANT MARKET
GIVES YOU ALL THREE . . .
GREENVILLE
SPARTANBURG
ASHEVILLE
. /•-. with total coverage area
greater than that of Miami,
Jacksonville, Birmingham or
New Orleans
82-County Data (within the TOO
UV/M contour) S. M. Survey May
10, 1959
POPULATION 2,946,600
INCOMES $3,584,180,000
RETAIL SALES . . . $2,387,606,000
HOUSEHOLDS 751,900
Represented Nafionally by
WEED TELEVISION CORP.
CHANNEL 4
WFBC-TV
GREENVILLE, S. C.
NBC NETWORK
RADIO AFFILIATE, "THE PIEDMONT GROUP"
WFBC - GREENVILLE WORD - SPARTANBURG
14
Commercial commentary (continued)
views and verse would be solicited and conceived, assigned and
written and generously paid for. These would be placed regularly on
a staggered basis in the commandeered pages of national magazines
of national circulation."
"Thus, for example, every other issue of the Indies' Home Journal
would be required to devote, say, six pages in the front of the maga-
zine to the kind of worthwhile prose and poetry that ripens almost
unnoticed in such esoteric periodicals as Hudson Revieiv, Sewanee
Review, and Commentary.
"Just consider what a refreshing change of pace, what a stimulus
to further creativity, this procedure now promises for those literary
figures who now scorn the mass magazines because they dislike being
forced to write 'garbage.' "
Two wrongs and a right
My first reaction on reading this impudent bit of sardonic chican-
ery was to shout "touche!" and "that's telling 'em, Bob."
My second reaction was a more sober "yes . . . but."
All of us in tv have been angered and disgusted by the holier-than-
thou attitude which the print media take toward television, and by
their sanctimoniously screwy proposals for correcting its supposed
evils.
Sarnoff's devastating counterplan brilliantly exposes both the
absurdity of the Fischer ideas and the less than pristine virtues of
the magazines themselves.
As a piece of writing calculated to buck up the troops, to bring
ringing cheers from the broadcasting industry, it could hardly be im-
proved on.
But is it good public relations for television? I don't think so.
In the first place, I don't think it will convince the readers of
Harper's — at least those who are inundating the magazine with en-
thusiastic huzzas for Mr. Fischer's brainchild.
To them, I'm afraid, it will merely seem like an overly clever piece
of evasion, a shallow sophistry which tries to disclaim the pot's
blackness by calling the kettle names. And in a sense, of course, it is.
No matter how low the field of mass magazines has fallen (and
I think they get cheaper and more insipid every week), you're in
trouble if you try to justify tv for this reason. You're arguing that
two wrongs make a right.
Beyond that, I think that Bob Sarnoff and every other responsible
tv executive should recognize tv's wholly unique position in the field
of communications. Tv is no longer the Young Contender. Tv is No. 1.
The criticisms that are leveled against the medium are, in very
large measure, a tribute to its awesome power and importance.
More is expected of television, and I think rightfully so. More
will he demanded of it, and I believe that the industry must learn how
to live with this state of affairs realistically, and without resentment.
The sooner all of us in tv realize that our standards must be
higher, our programing content more important, our business behav-
ior more circumspect and our public relations more statesman-like
than those of any other medium, the sooner we shall solve our prob-
lems.
Only when we accept, without pride, without snobbishness, without
grumbling and without flinching, the fact of our industry's leader-
ship, will we be able to give back to it the leadership it deserves. ^
SPONSOR • 26 SEPTEMBER 1959
MORE
HOMES
in the
WASHINGTON
MARKET
than any other
ADIO
STATION...
'IN AN AVERAGE DAY
9 AM TO 12 NOON
12 NOON TO 3 PM 3 TO 6 PM
23,800 25,700 22,800
DIFFERENT DIFFERENT DIFFERENT
HOMES HOMES HOMES
*NSI, May-June 1959, Seattle
*IN AN AVERAGE WEEK
(MON.-FRI.)
9 AM TO 12 NOON
12 NOON TO 3 PM 3 TO 6 PM
56.300 61,600 62,700
DIFFERENT DIFFERENT DIFFERENT
HOMES HOMES HOMES
*IN AN AVERAGE MONTH
(20 MON.-FRI. DAYS)
9 AM TO 12 NOON
12 NOON TO 3 PM 3 TO 6 PM
130,000 139,300 156,500
DIFFERENT DIFFERENT DIFFERENT
HOMES HOMES HOMES
IN THE PACIFIC NORTHWEST
NATIONALLY REPRESENTED BY
SPONSOR • 26 SEPTEMBER 1959
P)eTEHS,(G)R]FF] IS t .(W)QODWABD. inc.
SEATTLE
OFFICE
DETROIT
OFFICE
NEW YORK
OFFICE
SAN FRANCISCO
OFFICE
LOS ANGELES
OFFICE
DALLAS
OFFICE
JACKSONVILLE
OFFICE
ON TAP: the data smart buying demands
RICHARD QUIGLEY has charge of our St Louis
office, one of ten offices providing a fast,
efficient service to Advertising throughout
the United States,
A NATIONWIDE ORGANIZATION
Standing near the center of the
world's greatest agricultural region,
Missouri has long been a leader in
the output of beverages; of shoes and
leather goods; of feeds, meats and a
wide range of cereal products.
Naturally then, the St. Louis area
includes many of the top agencies
and advertisers in Spot Television.
For their media decisions, up-to-the-
minute data on markets and stations
are constantly on tap at our St. Louis
office.
Blair-TV operates on this basic
principle: that alert informed repre-
sentation is a service vital not only
to stations but also to all Advertis-
BLAIR-TV
ing and the businesses dependent on
it for volume and profit.
From the first, our list has been
made up of stations and markets we
felt in position to serve most effec-
tively. Today these stations are
located in 25 of America's major
markets. Together they cover more
than 56 percent of its population,
virtually 60 percent of its buying
power.
In its area, each of these stations
stands as a powerhouse of selling-
force. To help advertisers and agen-
cies make most profitable use of that
force, is the constant objective of our
entire organization.
AT THE SERVICE OF ADVERTISING
WABC-TV-New York
W-TEN —
Albany-Schenectady-Troy
WFBG-TV— Altoona
WNBF-TV-Binghamton
WHDH-TV- Boston
16
WBKB-Chicago
WCPO-TV-Cincinnati
WEWS- Cleveland
WBNS-TV- Columbus
KFJZ-TV-Dallas-Ft. Worth
WXYZ-TV- Detroit
KFRE-TV— Fresno
WNHC-TV-
Hartford-New Haven
KTTV-Los Angeles
WMCT— Memphis
WDSU-TV-New Orleans
WOW-TV-
Omaha-Council Bluffs
WFIL-TV— Philadelphia
WIIC — Pittsburgh
KGW-TV- Portland
WPRO-TV- Providence
sponsor «
KGO-TV-San Francisco
KING-TV—
Seattle-Tacoma
KTVI-St. Louis
WFLA-TV-
Tampa-St. Petersburg
26 SEPTEMBER 1959
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
26 SEPTEMBER 1959
Cwyrlght 1»M
SPONtOR
PUBLICATIONS INO.
The current tv sellers' market lias made some stations in key markets extra-
ehoosey not only of the programs they take but the quality of the spot commercials.
An agency placing a schedule for a durable item last week got a call from a New Eng-
land station plus another in the Midwest asking that it mail a sample commercial for
advance perusal.
The explanation the agency got was to this effect: We're trying to build a quality
image for the station, and we think that our concern should extend to the quality of
the commercials as well as the type of programing.
As some reps sec it, the boom market for national spot tv has produced another
gratifying side effect: tv stations have stabilized their selling practices.
In other words, they're operating more firmly from their ratecards and conjure up fewer
plans to fit a new competitive situation.
The reps' devout wish: That this will be followed by a firming up of radio rates.
It's not often that an agency will ask simultaneously for spot availabilities in
behalf of two competitive products, but it happened last week out of SSC&B.
The products: Lipton Tea, newly acquired, and Salada Tea, recently resigned,
and shifted this week to Doyle Dane Bernbach.
In some cases the requests for daytime tv minutes were for the same markets.
CBS TV affiliates have gained the impression from the network that it's sensi-
tive to the massive program promotion campaign that ABC TV has in store and
that CBS plans to counter it on still a bigger scale— especially in key Nielsen markets.
ABC TV is going to run 200 newspaper ads ballyhooing the new season's product
($250,000 will be spent on the West Coast and $1.25 million elsewhere).
TvB hopes to use a late morning half-hour on WPIX, New York, to bring ad-
men up-to-date on what they ought to know about tv.
The station is contributing the time and TvB is putting up about §2,000 for a set
and props.
Tapes will be made available for airing in other key ad agency centers.
Panning the panners is an old sport on Madison Avenue, but tv admen have a few
special comments to make about how the critics have received the few network
wares exposed so far. Thus:
• No facet of show business — and that includes the film industry in its heyday could
arrange to put its best foot forward at the start of a season.
• It's become puerile to fasten the copycat label on similar product, since even
business is alert to adopting a formula that the public likes.
• Most of last season's hits and this season's holdovers got unfavorable reviews
at their inaugurals.
SPONSOR • 26 SEPTEMBER 1959
17
SPONSOR-SCOPE continued
CBS TV is reconciled, that it will have to face up with this problem when it
meets with its affiliates in Pebbles Beach, Cal., 25 October:
They're going to complain that they are being deprived of too many nighttime station
breaks.
Particular targets: The Perry Mason show on the week that Colgate sponsors it ex-
clusively and Kevlon's Thursday night series.
Here they are right up to — if not beyond — the wire, and the tv networks are still
battling to elear early and late evening time with their affiliates.
The stations' relations staffs are under orders to keep trying, and the stations themselves
are faced with pressure from two more sides: 1) syndicators who have regional or
local prospects, and 2) reps who are urging that the time be retained to take care of the
continuing demand for minutes.
An equally intense pressure from which there's also been no letup: ABC TV's vying
for all the time it can get from stations primarily affiliated with the other networks.
One measure of how national spot radio billings look for the final quarter of
1959: A survey of reps by SPONSOR-SCOPE shows that the new business written between
15 August and 15 September was at least 50% over what it was for the like 1958 period.
However, this reservation should be made: Aside from Zerex-Zerone, Chevrolet and
several others, they were market-by-market buys; hence the benefits won't apply to as
many markets as normally would be expected.
The agencies so far setting the radio buying pace are BBDO, Esty, JWT (New York),
and Campbell-Ewald.
Judging from surveys conducted lately by a couple of New York agencies, radio sta-
tions have quite a job facing thcin in this respect: Getting over to national advertisers
that radio station formats have undergone a big change this year.
The information gathered in the two studies on station programing show, among
other tilings, that (1) the stereotyped impression that national advertisers have of
local radio is exaggerated and badly outdated; (2) more and more stations have veered
away from the "top 40" and adopted smartly balanced music formats; (3) there's
been a marked move toward frequent public service features and other locally-oriented
programing.
Noted a media executive in one of the two agencies involved (his shop bills about $11
million in air media) : "Formula buying of radio is rapidly dying out. The same thing
ought to happen to our formula conception of this local medium."
The Rexall Co. appears to be planning to chaiige the character of its operation!
so that it not only will be in the exclusively-branded retail field but in a nationally
competitive position to Whitehall, American Home, Sterling, and others.
The plan in essence: To put out a line of nationally-advertised proprietary prod-
ucts other than Rexall brands to give it access to supermarkets and drug stores in general.
Eventually, Rexall may even compete for the prescription counter business by
turning out a line of ethical products.
Parti-Day, which was acquired last week by Turtle Wax, has ambitions of up-
ping its budget to §1 million for next year and putting the biggest share of it in tv.
A Chicago observation is that this outlook plus some competitive factors may have induced
Kcddi-Whip to swing its account to North from D'Arcy, which has handled Parti-
Day from its ineeptiou.
(For early history of Parti-Day in tv, see sponsor 1 November 1958 and later issues.)
18
SPONSOR • 26 SEPTEMBER 1959
SPONSOR-SCOPE continued
Now that the two networks have gone about as far as they can in disposing of night-
time odds and ends, ABC TV aiid NBC TV patently are concentrating on bolstering
their daytime billings for the last 1959 quarter.
The pressure is understandable: Their overhead is well covered by nighttime sales, so
every daytime dollar that comes in the rest of the year produces a relatively high
profit.
Below are some highlights and sidelights on this intensified daytime competition — with
what looks like a tinge of a price war in the oiling.
In an obvious move to meet ABC TV's daytime pricing and competitive pressure, NBC
TV has put a figure of $1,000 net per quarter-hour on three newly scheduled se-
ries: The Thin Man, The House on High Street, and Split Personality.
It's a bargain rate — the quarter-hour price on NBC has ranged from $2,500 to $3,000
gross — and is only available through 1 January 1960.
A couple of established soapers, Dr. Malone and From These Roots, also can be had
now on this network at $200 net per quarter-hour. (It takes about $20,000 to produce
a half-hour soap strip these days.)
Note: CBS TV has been letting the younger Linkletler's show go sans talent bill-
ings for charter buyers.
NBC TV is offering two special daytime packages for advertisers interested in
saturation-type dealer support for the coining Thanksgiving and Christmas holidays.
Each package covers a four-week interval. Here are the dimensions:
• The $250,000 package: four quarter hours, five days a week, 44 commercial min-
utes spread across 10 different programs, a total of 120 million home commercial im-
pressions, with an estimated cost-per-thousand-per-commercial-minute of around $2.
• The $150,000 package: two quarter hours, five days a week, spread over nine dif-
ferent programs, reaching 28 million homes and adding up to 71 million home com-
mercial impressions.
Don't be surprised if Colgate advertising takes another turn on the non-exelu-
sive programing wheel and adopts the dispersion pattern for its daytime network tv.
The sharp look that Colgate is giving its exclusive sponsorship of the Payoff and Top
could easily be a telling clue of things to come — and these things, specifically, is spreading
daytime participation so that it covers not only five days a week but various times
of the day and a multiplicity of programs.
For Colgate it's been a slow recognition of two precepts already accepted by its competi-
tors: (1) tv, unlike other media, is in a constant state of flux, and (2) because of the size
of the tv stakes, you have to stay in a fluid buying position.
ABC TV contends that its device of letting advertisers scatter the three minutes
of commercial accruing per quarter-hour provides a bigger four-week audience turn-
over than is obtainable on NBC or CBS.
As ABC TV has it figured out, a program with an average rating of 3.8 builds up
to 21.9 over four weeks with a turnover of 5.8 times.
To demonstrate how this relatively low rating plus the additional spread can deliver a
greater turnover, ABC eites competitors' daytime programs:
SHOW AVG. RATING CUMULATIVE RATING AI'DIKNCK TURNOVERS
Price Is Right (NBC) 7.4 21.2 2.9 times
Treasure Hunt (NBC) 5.8 17.1 2.9 "
House Party (CBS) 7.6 23.6 3.1 "
County Fair (NBC) 5.8 21.7 3.6 "
SPONSOR • 26 SEPTEMBER 1959 19
SPONSOR-SCOPE continued
The next breakthrough in the proprietary drug field apparently will consist of
a series of skin complexion remedies that are not merely treatments but cures.
Several such products are in the clinical testing stage — two of them getting serious
scrutiny from one of the soap giants.
The hottest agency of the week in terms of spot tv activity was Bates, with the
reps getting availability calls for at least four brands.
They were: Morton's Frozen Foods, Continental Baking, Blue Bonnet, and
Fleischmann's Margarine (both of the latter Standard Brands).
Cunningham & Walsh meantime is looking for daytime and late night min-
utes in behalf of Jergen's Lotion.
They're continuing to move 'em from the old ranks at CBS TV — not only
in programing but in sales, too.
Latest example: Seasoned in all sides of research and sales, one of the crew dating to
the '30s — John Karol — has been transferred from radio to CBS TV sales as direc-
tor of special projeets.
The prospects of SRA coming through with that long-planned master presen-
tation on national spot radio aren't too bright: Several rep members appear to prefer
putting the money for such a project into radio presentations of their own.
Katz has just put out one called the Nuts and Bolts of Radio; meanwhile Blair, PGW,
and Adam Young have undertakings on the subject in the works.
Jt looks like network radio will be the only facet of the air media that will wind
up 1959 with a dip in billings as compared to the previous year.
At the rate that sales have been going, the minus margin — one of the network fore-
casters calculates — will be at least 10%.
The share of sponsored time the first week in August, as estimated by NBC cor-
porate planning: ABC Radio, 25%; CBS Radio, 20%; NBC Radio, 52%.
The deluge of spot radio business out of Detroit this fall has but one handicap for
a number of stations: So many of the schedules calls for peak traffic hours.
Fitting in the announcements with ample protection for competing cars may
cause a lot of straining, though stations, according to their reps, are bound on satisfying
the needs.
(See page 31 for Automotive Wrap-up article.)
The big surprise in resignations of the week — although the principals have
been in negotiation for some time: Pete Levathes quitting as No. 1 man in Y&R'i
tv department to head up 20th Century-Fox's worldwide activities.
The guess on Madison Avenue is that Levathes' vacated berth will go to an outsider.
Most surprising angle about the event is that it comes within nine months after
Y&R had resolved a complex tv department situation by the appointment of Levathes.
Levathes was with the same film eompany for 15 years before coming to Y&R
in 1952, which a rouple years earlier lost another tv executive, Rod Erickson, to Warner
Bros.
For other news coverage in this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 28; News and Idea Wrap-Up, page 64; Washington Week, page 71; sponsor
Hears, page 74; Tv and Radio Newsmakers, page 86; and Film-Scope, page 72.
SPONSOR • 26 SEPTEMBER 1959
IT COMMUNICATES!
The deft flick of a woven blanket over a smoldering wood-fire once translated wisps of smoke into meaning that produced action.
Electronic images have replaced the smoke signals of the Mackinaws, but the sense of communication remains. Now, the "flick"
switches on television sets to the only real communication WOODIanders know — WOOD-TV! It blankets their firesides, weaving
messages that inspire the buying action of the whole tribe. Got the message? Signal for the Katz brave and give 'im your schedule.
WOOD-TV is first morning, noon, night, Monday through Sunday November '58 ARB Grand Rapids
WOOD-AM is first morning, noon, night, Monday through Sunday April '58 Pulse Grand Rapids
WOOD
AM
TV
WOODIand Center,
Grand Rapids, Michigan
WOOD-TV— NBC Basic for Western
and Central Michigan: Grand Rapids,
Battle Creek, Kalamazoo, Muskegon
and Lansing. WOOD-Radio — NBC.
We are always happy to receive
letters such as yours which point
up the WGN, Inc. by-words —
Quality and Integrity.
Our strict adherence to the NAB
Code and our dedication to the
community which we serve, have
resulted in ever increasing recogni-
tion of our policy by agencies,
advertisers, our audiences — yes,
even our competitors.
WGN-TV channel 9
441 N. Michigan Ave. • Chicago 11, Illinois
SPONSOR • 26 SEPTEMBER 1959
broadcast advertisers reports, inc.
7BO third avenue, new york 17, n.y.. yukon 6-8410
July 27, 1959
Mr. Ward L. Quaal, General Manager
Television Station WGN-TV
441 N. Michigan Avenue
Chicago 11, Illinois
Dear Mr. Quaal:
Of Che 235 television stations we now monitor, WGN-TV is one of those
which always gives advertisers a well-scheduled, clean run for their
money. I suppose no one in the business knows this better than BAR
since we've been monitoring stations all over the country for almost
six years .
Also, as you know, our agency subscribers have used BAR to determine
"questionable station practices," and it seems to me that their atti-
tude, if turned around, can be a considerable bonus for those stations
which are automatically opposed to clipping, product conflicts, over-
crowding, and all other forms of spot nonsense.
Right now, with all the publicity that is developing on this, I think
you ought to do a hard-hitting "look how clean WGN-TV is" promotion.
It might pull more fall and winter business for you than any other
campaign theme.
Almost every station on the air can come up with some kind of rating
story but few can 'spotlight an operation as clean as yours and this
is what the agencies will be looking for right now.
Cordially,
BROADCAST ADVERTISERS REPORTS, INC.
Phil Edwards
Publisher
PE/lf
T!
TRIPLE TREAT
Do You Want
AUDIENCE?
* First in total audience . . .
HOOPER (Moy-June, 1959)
PULSE (April-May, 1959)
NIELSEN (May-June, 1959)
Do You Want
ADULTS?
(MORE ADULT LISTENERS . . .
Mon.-Fri. 7 AM-5 PM
NIELSEN (June, 1959)
(No. 2 Station hos only 51%
Adult Audience)
Do You Want
SPENDABLE
INCOME?
MORE MIDDLE & UPPER
INCOME AUDIENCE
•SPECIAL PULSE
(Apr.-Moy, 1958)
the PACESETTER
for HOUSTON . . .
MUSIC!
NEWS!
National Reps.:
THE KATZ AGENCY, Inc.
• New Yark * St. Lauis
• Chicago * San Francisca
• Detroit • Los Angeles
• Atlanta * Dallas
IN HOUSTON,
CALL DAVE MORRIS
JAckson 3-2581
49th am
Madison
Hitched for o long time
Congratulations on your article
"Hitch Your Wagon To a Pop Star."
(Sponsor Backstage, 5 September.)
We would like two dozen reprints,
please.
This is a message we've been
preaching for years, and, in fact, are .
currently hassling with Don Page of
the Los Angeles Times, who claims
that such-type radio operations are
"sick radio."
In addition, we have found it par-
ticularly gratifying to work with a
lot of kids, and we're not kidding
when we say that these young people,
the future adults of this country, are
a lot more stable and sound than
many give them credit for being.
Yes, these kids can really sell . . .
and what's more, there are more and
more of 'em all the time.
William A. Hoftyzer
gen. mgr., KUTY
Palmdale, Cal.
TlO supporter
Many thanks for the fine editorial re-
garding TIO in the 12 September
issue of SPONSOR and, particularly, for
the advanced mailing of the editorial
to all of your subscribers a week
prior thereto. Your enthusiastic sup-
port of the project is much appreciated
by all of us.
C. Wrede Petersmeyer
pres.
Corinthian Broadcasting Corp.
N.Y.C.
From neor . . .
I consider myself very, very fortunate
indeed in having in my possession the
SPONSOR Air Media Basics magazine.
You see, for quite a number of
years I was in radio management
here in Fort Wayne and I came with
this agency, one of the oldest and
largest in this area, this past Novem-
ber. I must admit that in all my
radio years. I never did know ex-
(Please turn to page 26)
SPONSOR • 26 SEPTEMBER 1959
K-NUZ
/ Houston's^ 24-Hour y
^ — —Music anoOlews A
channel
Certy o
In this busy area . . .
most television viewers
watch WBEN-TV
most of the time
The domination of WBEN-TV
of the 14 county Western New
York and Canadian Niagara
Peninsula market is attested to
by all audience studies.
Which one do you read? Check it
and see how the quality programming,
the foremost network shows from CBS,
plus prestige local programming for
balanced entertainment for the entire
family put WBEN-TV on top. Add to this
the perfect pictures and perfect sound, the
result of more than a decade of television
pioneering, and you have the sum total of out-
standing leadership and audience loyalty, day in day
out, month after month.
Consistently, TV viewers of Buffalo, Western New York, nearby
Pennsylvania and the Canadian Niagara Peninsula vote overwhelm-
ingly in favor of the entertainment educational, cultural, and
informative programs . . . presented as a community responsibility
by WBEN-TV on Channel 4.
Reason enough that in WBEN-TV land your TV dollars count for
more on Channel 4.
\\ > OM I .N d / 1 IVINGSIO.N
/ D»n,.,lltXj
A L I. t (., A N ^
O Cuba
Welltv.llt n
% Homtll ^
S I E f B E *
"f lrad<
M c K E
A R R E N
ELK
A N
PtN\MLV\.NH
P O T 1 E R
OCoudertpott
Represented nationally by
HARRINGTON, R1GHTER and PARSONS
WBEN-TV
CBS the nation's top network
A SERVICE OF THE BUFFALO EVENING NEWS
SPONSOR • 26 SEPTEMBER 1959
25
OUI* MUS/G iS THe MOST.'
Listeners dig our music in much lorger numbers thon thot
of our "music ond news" competitors.
WBT's locol music shows enjoy o 98% listener leod in the
mornings, 50% ofternoons ond 126% ot night.*
Music represents only o portion of WBT's voried, creotive,
responsible progromming. At home or on the rood, Coro-
linions hove it mode with WBT.
Express yourselves, truth-seekers. A smoll bundle of loot
ploced on WBT covers the notion's 24th lorgest rodio pod.**
Coll CBS Rodio Spot Soles for the Word.
*Pulse 25 county area 1959 (Morch)
"A. C, Nielsen Co.
WBT CHapiprre
REPRESENTED NATIONALLY BY CBS RADIO SPOT SALES
JEFFERSON STANDARD BROADCASTING COMPANY
49TH & MADISON
{Continued from page 24)
• actly how ratings, share of audiences,
etc., etc., were actually arrived at.
Too, I didn't know exactly how tiine-
buyers REALLY put their knowledge
to work.
Truthfully gentlemen, I believe this
magazine to be the finest, most com-
prehensive, most interesting of any
trade publication I have ever run
across. It will be on my desk at all
limes!
Norman C. Widenhofer
radio-tv head
Willis S. Martin Co.
Fort Wayne, Ind.
* * *
Air Media Basics is my day-to-day
right-hand guide. I keep it handy
for use in presentations, general
guide and media encyclopedia deluxe.
It is also a useful tool for training
new media personnel . . . there is
not the usual confusion of writing for
the novices to wade through ... it is
concise and if they can't comprehend
this, you might as well give up. In-
cidentally, the sponsor Basics of two
years ago where you listed a refresher
course for "old" tiinebuyers and a
guide for the new buyers is still kept
handy for the same purpose.
Esther N. Anderson
timebuyer
MacFarland, Aveyard & Co.
Chicago
* * *
. . . and far
Your 13th annual edition of Basics
has reached me today, and I want you
to know way out here in Hong Kong
we find your publication invaluable.
We are something like 10,000 miles
away from New York and the concise
method of working up 220 pages of
. useful air media material is most
useful to the entire staff.
Your articles are informative and
directed in a way that makes them
most practical and useful. There is a
wide comparison between the audio
and tv market in the U.S.A. and Hong
Kong, and we need the basic material
of this kind to know what is going
on at the heart of the industry. We
congratulate you again on a most
practical publication.
Roy G. Dunlop
controller of programmes
Redifjusion Ltd.
Hong Kong
20
SPONSOR • 26 SEPTEMBER 1959
in DETROIT
YOU KNOW WHERE YOU'RE GOING WITH
WJBK-TV
CBS PROGRAMMING • CHANNEL 2
Sales are UP in booming Detroit
Dept. Store Sales UP 17.5 f "
New Car Sales UP 7f5..V«
Factory Payrolls UP 2(5. 3 p «
Car and Truck Output UP 6f>.7','
And UP is definitely the word for
WJBK-TV viewers
June and July ARB ratings
were both 35.2% of audience.
August is Up to M.5%—28% higher
than any other Detroit station.
the highest CHS station in any
•J-or-more station market. 1
You know where your audience
and sales are going with WJBK-TV —
They're going UP!
a STORE R station
CALL KATZ
or
SIORER NAT'l SAIES OFFICES
G2f> Madison Ave., N.Y. 22
•
230 N. Michigan Ave.
Chicago 1
SPONSOR • 26 SEPTEMBER 1959
27
LONG ISLAND IS A MAJOR MARKET!
THE GREATER
LONG ISLAND MARKET
(Nassau-Suffolk)
—SELLS—
MORE FOOD
THAN IS EATEN IN
MILWAUKEE
AND NEWARK
PUT TOGETHER!
FOOD STORE SALES
$764,361,000
(Sales Mgt.)
WHLI
Dominates the Major Long Island Market
Delivers MORE Audience than any other
Network or Independent Station!
(Pulse)
►10,000 WATTS
WHLI
AM MOO
f M 913
HEMPSTEAD
IONC ISLAND, N. Y.
Represented by Gill-Perno
28
National and regional buys
in work now or recently completed
SPOT BUYS
TV BUYS
Colgate-Palmolive Co., New York: Going into about 40 markets
in October for Fab. Placement is for day and night minutes for 52
weeks. Buyer: Gordon Dewart. Agency. Ted Bates & Co., New York.
Charmin Paper Products Co., sub. of P&G, Green Bay, Wis.:
Kicking off flights in top markets for Charmin Tissue starting this
month for the P&G contract. Day minutes are being used, fre-
quencies varying. Buyer: Sam Tarricone. Agency: Benton & Bowles,
New York.
Ford Motor Co., Dearborn, Mich.: Schedules get off in October in
markets throughout the country for its new cars. Length of flights
and announcements vary from market to market. Head buyer: Allan
Sacks. Agency: J. Walter Thompson Co., New York.
Kelvinator Div., American Motors Corp., Detroit: About 70 mar-
kets are getting schedules this month for its automatic washers. Day
minutes and chainbreaks are being placed for one week of each
month for eight months. Buyer: Betty Powell. Agency: Geyer,
Morey, Madden & Ballard, Inc., New York.
Colgate-Palmolive Co., New York: Schedules in 60-70 markets
begin in October for Vel. Flights are for six weeks; day and night
minutes. Buyer: Inez Aimee. Agency. Norman, Craig & Kummel,
Inc., New York.
General Foods Corp., White Plains, N. Y.: Initiating schedules in
October for Heart of Oats cereal. 20's are being set for six weeks.
Buyer: Dick Gershon. Agency: Benton & Bowles, New York.
Socony Mobil Oil Co., New York: Eight-week flight starts in
October for its gasolines and oils. Prime 20's are being used in
about 15 markets, frequencies varying. Buyer: Joe Burbeck. Agency:
Compton Adv., Inc., New York.
RADIO BUYS
Ford Motor Co., M-E-L Div., Dearborn: Top markets are being
lined up for Mercury, to begin 10 October and run through 21 No-
vember. Traffic hour frequencies vary from market to market. Buy-
ers: Lou Kennedy and Bob Morton. Agency: Kenyon & Eckhardt,
New York.
Miles Laboratories, Inc., Elkhart, Ind. : Beginning a big push in
radio with traffic hour flights in October for 26 weeks for Alka-
Seltzer. About 30 top markets are being used, three and four stations
to a market. Buyer: Bob Jolly. Agency: Wade Advertising, Inc.,
Chicago.
Grove Laboratories, Inc., St. Louis: Campaign for Minitrub starts
this month in major markets. Run is for 12 weeks using day min-
utes. Buyer: Ed Green. Agency: DCSS, New York.
SPONSOR
26 SEPTEMBER 1959
There is no chestnut more overworked than the critical whinny: "Advertising sells people things they don't need!'
We, as one agency, plead guilty. Advertising docn sell people things they don't need.
Things like television sets, automobiles, catsup, mattresses, cosmetics,
ranges, refrigerators, and so on and on.
People don't really need these things. People don't really need art, music, literature, newspapers,
historians, wheels, calendars, philosophy, or, for that matter, critics of advertising, either.
All people really need is a eave, a piece of meat and, possibly, a fire.
The complex thing we call civilization is made up of luxuries. An eminent philosopher
of our time has written that great art is superior to lesser art in the degree
that it is "life-enhancing." Perhaps something of the sume thing can be claimed for the prod-
ucts that are sold through advertising.
They enhance life, to whatever degree they can.
Indeed, that is the purpose of our unique and restless economy. It is fundamentally devoted
to the production and distribution of things people don't neeil.
Among them are toothpaste, electricity, outboard motors, artificial satellites and education.
Without advertising that economy cannot exist .... Young i0 Rubicam, Advertising
People don't really need art,
SPONSOR • 26 SEPTEMBER 1959
29
IN MEMPHIS...
IT'S CHANNEL 3
/
In Survey After Survey—
Here are the latest Memphis Surveys, showing leads in
competitively-rated quarter hours, sign-on to sign-off,
Sunday thru Saturday:
A.R.B. Pulse Nielsen
Apr. 17-May 14, 1959 May 1959 July 1959
(Metro Area) (Metro Area) (Station Area)
WREC-TV 250 309 276
Sta. B 80 79 64
Sta. C 68 7 56
WREC-TV
Channel 3 Memphis
TflfVIMON ^Br
MEMPHIS
/
If IVM* \ HHWI IWtll in
I
A TELEPULSE
REPORT
I
MONTHLY
TV REPORT
Nielsen Station Index
by
A.R.B.
At
by
Pulse
4t
by
Nielsen
Represented Nationally by the Katz Agency
30
SPONSOR • 26 SEPTEMBER 1959
^ SPONSOR
26 SEPTEMBER 1959
V
NEW SHAPES in cars are bringing new patterns in ad buying,
as different from the old as Chevy's I960 Corvair vs. 1936 model
AUTOS AT THE CROSSROADS— PART ONE
COMING: HELL ON WHEELS
DETROIT'S NEW SMALL CAR- BIG CAR BRAWL IS GOING TO
BE A BEAUT, AND THEY'LL SLUG IT OUT WITH AD DOLLARS
^Springtime in Paris w ould have a hard time match-
ing the excitement of this autumn in Detroit as the
Big Three automotives finally turn down a road
they've been avoiding for a decade — building and
marketing "compact" cars. Deeply involved in this
new departure is the broadcast advertising business.
If the battle for auto sales becomes as heated as
present signs portend, air media should come close
to doing a $100 million billing this year on national
car business, plus a lot more on the regional and
local level. In succeeding years, as marketing strat-
egies may be affected by the addition of .-till more
compact cars, by probable changing patterns of
manufacturer-dealer relationships, by new ad copy
approaches, by foreign manufacturers struggling to
retain or regain the beachheads they've established
in recent years, investments in tv and radio should
go on climbing.
An optimistic picture? It is, and it matches the
optimism that generally pervades Detroit right now.
SPONSOR • 26 SEPTEMBER 1959
31
But the shadow of the question mark
is ever present over this unwieldy in-
dustry which, once it thinks it has
nosed out a trend, takes two )ears to
meet it, and where no mistake is ever
a cheap one.
Here is sponsor's analysis of the
automotive scene as it will relate to
air media based on interviews with
representatives of both industries:
Imminent threat to Detroit and its
ad plans is the steel strike. "If it
lasts another 30 days, we're all in
trouble," said an automotive man.
( The strike, longest in steel's history,
and going into its 68th dav at SPON-
SOR presstime, has halted about 87%
of nation's steel production). Even
when it is settled, it will not mean
that steel will immediately flood De-
troit again. And, should winter set in
before settlement, there will be the
added delays of frozen ores.
Orders on spot air campaigns are
IN A CRUCIAL YEAR,
DETROIT MOVES INTO
HEAVIER
COMPANY
DIVISIONS
AGENCY
INTRO DATE**
DUICK
MeC-E.
2 OCT.
Cadillac
MacManus J&A
1 OCT.
Chevrolet
Camp-Ewald
30 SEPT.
Cory ai r
Camp-Ewald
29 SEPT.
Oldsmobile
Brother
27 SEPT.
Pontiac
MacManus J&A
25 SEPT.
GM truck & coach
McC-E.
' Cnrysler
Burnett
13 OCT.
Valiant
BBDO
25 OCT.
DeSoto
BBDO
14 OCT.
CHRYSLER <
Dodge
Grant
1 OCT.
Dart
Grant
5 OCT.
Imperial
Y&R
29 SEPT.
Plvmnuth
Grant
12 OCT.
FORD
Ford
Falcon
Thunderbird
Edsel
Lincoln
Mercury
JWT
JWT
JWT
K&E
K&E
K&E
1 OCT.
2 SEPT.
9 OCT.
11 OCT.
13 OCT.
INDIES
Rambler
American
Ambassador
Studebaker (Lark)
Willys Jeep Wagon
Renault*
Geyer, MM&B
Geyer, MM&B
D'Arcy
D 'Arcy
Y&R,
Kudner*
6 OCT.
8 OCT.
13 OCT.
9 OCT.
•Renault, a French import (Kudner handles air) takes half-sponsorship of NBC TV's Moon and Sixpence.
'Intro dates courtesy Automotive Nci
32
SPONSOR • 26 SEPTEMBER 1959
carrying 2-1-hour cancellation clauses, dia. "If the strike should go on, let's
and there have been some discussions hope the auto-makers don't fall into
alrcad) on network cancellations the trap of pulling out of their cam-
should the strike cripple Detroit pro- paigns," an adman told sponsor.
duclion. 'During World War II. when they
Sueh cancellations in the crucial didn't have any idea when they'd
introductory season would hurl the ever be back in production again,
auto makers even more than the inc- they bad the good sense to keep their
AD INVESTMENTS IN TV/RADIO
BROADCAST CAR CAMPAIGNS
CHEVROLET introduces Corvair via Dinah Shore Chevy Show
(NBC TV), Pat Boone (ABC TV) and more than 1,700 radio
stations. (CBS, Mutual, Keystone and spot lineup). Bttick
will use Specs (CBS TV) and Bob Hope (NBC TV). Pontine
has Star Parade (NBC TV) plus spot tv. Oldsmobile has
Dennis O'Keefe (CBS TV), Bing Crosby (ABC TV), Lowell
Thomas (CBS Radio). Cadillac all-radio (ABC neivscasts)
DeSoto dealers will introduce economy car Valiant via spot tv
and spot radio. Dodge dealers get new Dart (variation on the
Plymouth), will use Lawrence Welk on ABC TV and an Oct.
through Jan. radio campaign on about 200 markets. Plyniotttli
in a 13-week spot radio campaign plus Steve Allen (NBC TV),
for 52 weeks. Chrysler and Imperial have no air plans
FORD has earmarked about $30 million, for net tv alone, about
half of which goes into Startime specials on NBC TV, (biggest
single tv investment by an automotive) , the rest to Wagon Train
and Tennessee Ernie (NBC TV). Ford's new baby Falcon
shares in this television bonanza. Spot radio at intro time
RAMBLER, which has made its own air media success story,
continues its tv spot saturation on some 170 stations Friday
nights, expects to up Monitor (NBC Radio) weekend partici-
pations. Two four-week flights (Oct. and Dec.) in spot tv in 88
markets. Studebaker's Lark and Hank are using about 1.300
radio stations and Jack Paar (NBC TV) participations
SPONSOR • 26 SEPTEMBER 1959
names before the public. It paid off
for )ears after the war was over."
1 he steel strike conceivably eould
block the kick-off this fall, but it can
hardh lose the game.
The long-range picture is more en-
couraging. Detroit stands on the
threshold of a new era. Ahead lies
a growing appreciation of air media
— just about as delayed as Detroit's
appreciation of public demand for
eeononiv cars.
"There's a striking parallel in the
Big Three's decision to coine out with
economy cars this \ear and its con-
current decision to invest more mon-
ey in tv than ever before." a tv execu-
tive remarked. "In each case, the de-
cision came about only after every-
one else did their research and pre-
testing." American Motors' Rambler,
Stndebaker-Pakard's Lark and the
fast-selling imports such as Volks-
wagen and Renault finally convinced
Ford, GM and Chrysler that there
really is a substantial demand for an
economy car. Admittedly, the Big
Three did extensive research jobs
themselves, but nothing happened un-
til this year, by which lime the small
ear competition had captured about
15# of the U.S. auto market.
"In the same way," the tv execu-
tive went on. "networks, station rep-
resentatives, TvB and tv advertisers
of other products have been furnish-
ing Detroit for \ears with proof of
IV s impact. This season they seem
to have acted, arc putting bigger
shares of budgets into tv."
Surprising!), for all their big
spending up to now in tv, aulomo-
tives lag far behind many other prod-
uct categories in percentages of total
budgets in tv. In 1958, for example,
their tv spending was about 30'"c of
total budgets compared with nearly
00% for soap advertisers, more than
60^1 for tobaccos.
But this year, both Iv and radio
should fare well in the auto adver-
tising picture. The pattern has been
emerging all year. This winter, auto
sponsors will be all over the night
network tv board: many of their vehi-
cles will be specials such as Ford's
Startime series on i\BC TV at an
estimated SIT million (see adjacent
chart). Spot tv is getting big pla\ :
33
is being used to supplement network
in most cases, but in some cases is
on its own. For most of this year, in
fact, spot tv has been a darling of
Detroit. In the second quarter, ac-
cording to TvB, auto billings in spot
tv quadrupled over the same period
in 1958 (S-A million vs. under SI mil-
lion ) .
Radio is slated for some whopping
introductory saturation campaigns in-
volving some 1.700 stations in launch-
ing Chevrolet and its new Corvair
and perhaps 1.000 stations (including
some fm) for Cadillac. What is more
significant is that radio has been
getting a lot of stead) business from
the auto-makers all along. RAB spot
estimates for the first half of 1959
showed that three of the top five
spenders in spot radio were automo-
tives: Ford in No. 1 spot with S3. 25
million ; GM as No. 4 spender with
$2.2 million, and Chrysler Corp. No.
5 with $2,125 million. On the net-
work side. ABC. CBS. NBC and Mu-
tual all have automotive accounts,
majority with newscasts; Keystone
Broadcasting went out and pitched
its own auto study, now claims eight
national auto accounts.
After the new models have been
launched (with especial interest this
year thanks to Corvair, Falcon and
Valiant) and the hoopla has died
down, then what? What of the fu-
ture? What should broadcast look
for beyond this season?
Here are trends SPONSOR uncovered
— trends which are already develop-
ing, others still anticipated:
1, Chang;es in ad budgets: This
year, Detroit has a chance to break
with the traditional method of setting
up ad budgets. Traditional way has
been to set up an ad budget on the
basis of car sales in the preceding
year. With the introduction of the
compact cars this year, however, new
ad dollar pools had to be set up based
not upon last year's sales (for there
were none) but upon a projection of
next year's sales. "It could teach
Detroit a lesson," one adman said to
SPONSOR. "The sensible approach to
setting up a budget is to pre-plan for
next \ ear's market rather than try to
relate the year before to the year
ahead. Setting up new dollar pools
for the small cars could convince
them of this."
Cooperative ad plans, which went
out of existence in the auto field
about two years ago, have shown some
signs of resurgence through activities
of regional dealer associations. Per-
sons specifically interested in co-op
plans are quick to point this out. But
it is highly unlikely that it will ever
be adopted again — at least not in the
accepted way. Admittedly, there is
some co-op money floating about; a
preferred dealer with a big sales rec-
ord and an idea on how to build big-
ger sales frequently can hit the auto
manufacturer for a partial contribu-
tion to his local ad campaign. But
gone forever is the era when a dealer,
pressed by a friendly local sky-writer,
can charge Detroit with the bill for a
flight through the clouds that bears
no relationship to the national ad
campaign.
About the last vestige of co-op is
the small allowances at "sweep-out"
time which are given by the manufac-
turer to the dealer to help clear his
floor of old models to make way for
the new. At this point in 1959, such
monies have already been spent. Sta-
tions interested in picking up these
extra dollars again, may have to wait
until late summer of next year.
{Please turn to page 55)
£ "jmmm <' * "•••n • 111 ihmii w iiik emmn < inwv in :ii uiiiii mm .111 iiiiiiiiiiiuiiiiimiMg
HOW FORD RESEARCHED THE
MARKET FOR ITS NEW FALCON
SHOWN ABOVE is Ford's entry into the compact car field
— the 90 h.p., six-cylinder Falcon. Back in 1954, Ford set
1 up a team for research — "a bunch of guys under 40 just talk-
ing cars." In 1956, they became a section called Advance
Planning. Using research firms around the country, they
collected replies from thousands who answered questions or
drove test cars. Most important factor mentioned by testees
as disposing them to buy small cars was gasoline economy.
Ninety-eight per cent of those who admittedly were interested
in small cars mentioned this economy point first. Next came
lower purchase price. A 1957 test of 2,000 potential car
owners showed that 12.6% were interested in a car which
was selling for $200 less than the price of a regular Ford.
Smmmmmmmummm r lira * wnwiiiiiiwiiu m< * r » \iw « ihhiiiiuiiiiiii 11; niuiiiiiiiiiiiiiiiiiiiiiiiil
54
SPONSOR • 26 SEPTEMBER 1959
SIMPLIFIED contract between agency, producer was product of four-month negotiation between David Dole (left), broadcast
business v. p. of Leo Burnett, and NTA Telestudios. Above, Dole and Telestudios pres. George Gould watch Kellogg commercial
Burnett simplifies tv tape buying
^ Video tape commercials become 'total package' in
Leo Burnett's new contract form with NTA-Telestudios
^ Industry's first standard provisions contract for
video tape makes it as easy to buy as tv film commercials
jp% milestone has been passed in
agenc) -producer negotiations on the
production of video tape commer-
cials. Leo Burnett agency of Chicago
has worked up the first standard pro-
vision production contract for video
tape commercials. Production work
for various clients under the new con-
tract has been under wav with NTA
Telestudios of New York for several
weeks.
Perhaps the most important impli-
cation of the new contract is this: It
takes the \ideo tape producer out of
the facilities business and makes him
a producer of complete commercials
packages.
Hitherto video tape production was
frequently on a costs-plus basis. Agen-
cies brought in their own talent and
directors and paid for whatever stu-
dio time, scenery and other facilities
they used.
Now the video tape producer can
do what the film producer does. He
will be responsible for the entire com-
mercial from start to finish, once the
scripts, story boards and specifications
are completed by the agency.
The fourth paragraph of Leo Bur-
nett's Videotape Commercial Produc-
tion standard provisions contract, on
the subject of "Furnishing Materials
and Services." begins as follows:
"Producer shall, as between Producer
and Agency, supph e\ en thing re-
quired for the complete production
and deliver) of the specified Com-
mercials. This includes, but is not
limited to, sets, set props, music and
musical compositions (and arrange-
ments I. costumes, screening facili-
ties, artwork, sound effects, sound
track, editing, video-taping equipment
and materials, production and direc-
tion personnel, performers and musi-
cians. '
W ith these words a new era in
video tapes growth might well be
said to have begun. The video tape
commercial ceases to become a sub-
stitute for a live, facilities-purchased
commercial, and becomes a complete
production on its owu.
Three men responsible for the new
standard contract are Da\ icl Dole,
broadcast business ^.p. of Leo Bur-
nett. George Gould, president of Tele-
studios. and Alfred Markim, Telestu-
dios \.p. of operations. Mr. Hole
said: "Based on the tremendous co-
operation and excellent results Bur-
nett has obtained in working with
Telestudios during the past 15
SPONSOR • 26 SEPTEMBER 1959
35
THIS ORDER FORM TAKES GUESS-
WORK OUT OF TV TAPE SPOTS
I£0 BUF^r* C^VT, IHC.
Prudential Plaia
Chicago 1, Illinois
Telephone) CEntr»l 6-5959
Dattt
Gentlemen:
Rl: Production end sale of
Burnett Office
C ow'lCa) for our climt^
(no.)
,/ s product ...^
Icq, the undersigned rrodueer, after cx»«iiwttien c£ script snd otWr
RSteriai available relating to tho ComracrcUKs) coded as »oecifit4
herein, sf-rce to produce a* indicated herein, and sell euch Csmwrcialts)
in accordsnue with tr.a Afrcciwnt entitled "Standard Provisiona", here-
tofore alfned by you end the Leo Burnett C^ncany, X*W..» which Agnt-mtnt
is incorporated herein «nd mado a part hcreoft
1. Cote
Total Lenpth
in Seconds
BW or
Color
Does Final
Sound Track
Include ^usic?
Production
0*tw
<
■
1
,
1
Exceptions cr additions to Standard Provisions are an follewat (if none,
please so epecify.)
3. Total t>rice is •<
Producer soecifically acknowledges tho rirK of Uo Burnett Corcoany, Inc., or
anyone designated by Loo Bt'rnctt Company, Inc., to crdrr videotape copiea »t
any time cither thrown Producer or directly froa the tape laboratory utilized
by Producer, if any, end such laboratory is instructed to accept s copy of
thia Production Contract se lta authority to act won" such order.
Accepted end figrccd To
{r reducer)'
£c
Very truly yours,
LTO BtP"T' CMPA"!, '»C.
'llllli )
rrtm
THE HEART of the precedental standard provisions
contract put into effect by Leo Burnett tvith Telestudios is
this production contract sheet (above), detailing number of
commercials to be made, client, total price, codes, length,
production dates and music use. The form also grants the
agency duplicating rights to copy the video tapes.
This form folloivs an 11-page, 25-paragraph contract
which specifies details on quality, approvals in production,
changes, delivery, talent fees, union codes, storage, warran-
ties, terminations, publicity, laws and title and assignment.
months, it was only natural for us to
think first of Telestudios in entering
into an agreement such as this." Mr.
Dole predicted "that this ty; e of ar-
rangement will eventually be adopted
as standard operating procedure for
the industry."'
George Gould expected that about
half of Telestudios business in the
next 12 months would be these "total
package" commercials. He antici-
pated $1.5 million in package busi-
ness and an equal amount of facili-
ties grosses.
Although the Leo Burnett contract
is the first formalization of a stand-
ard provisions contract, Gould stated
that Telestudios has been, in effect,
the packager on commercials made for
other agencies, including Doyle Dane
Bernbach, Benton & Bowles, Clinton
Frank, Knox and Reeves.
The standard provisions contract,
which shifts production responsibility
away from the agency, was in part
designed expressly to relieve agency-
men of production chores. In a sense
it adapts tape production to the pack-
age specifications of film. In so do-
ing, it makes video tape comprehensi-
ble to film commercials men at agen-
cies. Because of this bridge between
agencymen of varying background,
the new contracts will likely have the
result of encouraging tape use in
commercials. Not only will contrac-
tual specifications be clearer and
easier to work out, but commercials
men with experience in other areas
will find it easier now to apply them-
selves to video tape than they could
previously.
The actual contract has 25 sections
and covers 11 mimeographed pages.
Additionally, it contains a page for
production specifications and data
and another page for a talent report.
The rights and responsi' ilities of
both agency and producer are de-
fined and clarified.
The producer's responsibilities in-
clude assumption of all production
and talent costs, even such details as
the bookkeeping on withholding
taxes.
The agency will handle all per-
former's use and re-use fees should
music be changed after the commer-
(Please turn to page 50)
SPONSOR • 26 SEPTEMBER 1959
TV BILLINGS CLIMB
17.3% IN FIRST HALF
1959 OVER 1958
^ Television Bureau of Advertising report shows spot
and net tv time investments hit $624.7 million mark
^ Of 31 major product classifications, 23 increased
tv hillings over 1958. Foods spend $346 million
^^ood and grocery products led the
spending parade in spot and net tv
investments during the first half of
this year — a year that saw tv rack
up a 17.3% gain in the first half over
the similar period in 1958.
The news comes to light this week
as Television Bureau of Advertising
releases its figures for the January-
June period, its second annual tabu-
lation for a six-month period on com-
bined network and spot tv time in-
vestments.
Total time investments in first six
months of this year amounted to
$624,704,000 against $532,486,000
during the same months in 1958.
Of the 31 major product classifica-
tions listed in the report, 23 showed
increases the first half of this year,
according to Norman E. Cash, presi-
dent of TvB.
Foods, the leading investor, ac-
counted for $145,938,000, a 22.87,
increase over last year's first half
spending of $118,806,000. Biggest
percentage gainer was ''chemicals in-
stitutional" which topped its 1958
spending by 894 r f although the dol-
lar rise was from only $58,000 to
$676,000.
Tobaccos went from $46,191,000
in Jan.-June 1958 to $53,806,000 in
the same months this )ear, upping its
tv spending by 16.5 r J. l'et products
showed a nice gain (76.8'?) by go-
ing from $5,910,000 to $7,591,000;
confections and *oh drinks moved
from $19,231,000 to $21,105,000 (up
25.3 f r). Household laundn prod-
ucts (lipped 3''r from $43,463,000 to
$42,177,000 hut "cleansers, cleaners,
polishes & waxes" soared 139. 6T —
from $15 to $36 million. (The Mr.
Clean and Lestoil type cleaners moved
from former to latter category this
)car; hence the two extremes.)
TvB commissioned \. C. Rora-
baugh for the spot tv expenditures
and Leading National Advertisers-
Broadcast Advertising Reports for
network reports. Prior to 1958, net-
work tabulations were prepared by
Publishers Information Bureau and
were not comparable to spot tv classi-
fications.
In the TvB report on spot tv spend-
ing, for 1959 second quarter (which
came out just ahead of the combined
net and spot report) the top five com-
panies were ll) P&G, $11.7 million;
(2) Adell Chemical Co., $4.5 million;
(3) Colgate-Palmolive Co., $3.8 mil-
lion; (4) General Foods, $3.8 mil-
lion; (5) Lever Bros., $3.2 million.
The top 100 spenders in spot tv
are listed on page 60. ^
8 OF 10 MAJOR CATEGORIES UP TV SPENDING
1958 1959 % CHANGE
/?T7aTn5™7E^^^^^^^^^^^^^^^^^$3T35«M
CONFECTIONS & SOFT DRINKS 19,231,000 24,105,000 +25.3
COSMETICS & TOILETRIES 64,574,000 65,149,000 + 0.9
DENTAL PRODUCTS 17,126,000 20,297,000 +18.5
DRUG PRODUCTS 46,215,000 59,492,000 +28.7
FOOD & GROCERY PRODUCTS 118,806,000 145,938,000 +22.8
GASOLINE & LUHRICANTS 13,604,000 14,815,000 + 8.9
HOUSEHOLD CLEANSERS, WAXES 15,035,000 36,022,000 +139.6
HOUSEHOLD LAUNDRY PRODUCTS 43,463,000 42,177,000 - 3.0
TOBACCO PRODUCTS & SUPPLIES 46.191.000 53.806.000 +16.5
SPONSOR • 26 SEPTEMBER 1959
37
MANY SKULL SESSIONS like this one with (I to r) Plandome Productions' Jim Ellis, OBM a.e. Bill Phillips, senior commercial producer Henry
Bate, associate copy chief Dave McCall took place before agency found prjpsr bleid of audio-visuals which led to virtually 1 00% tv recommendation
Birth pains of a new tv campaign
^ Here's how OBM went to work on a new $1 million
campaign for its new client, Maxwell House Coffee
^ Before recommending 100% tv, switch in theme,
agency sweated out brand, copy and media research
J his week, General Foods turns on
the heat under its Maxwell House
Coffee, adding alternate sponsorship
of the lane Grey Theatre on CBS TV
to a 90-market spot campaign that
has been running for the past month.
Underlying the campaign (budget-
ed, by SPONSOR estimate, at about SI
million) is a copy and strategy switch
that has been perking ever since last
February when Ogilvy, Benson &
Mather inherited the ground coffee
account from Benton & Bowles.
Unlike most agency switches, the
change came at a time when sales
were up, the brand image was
healthy, business was good to the last
drop. Speculation was rife as to
which medium would get heaviest em-
phasis from an agency which had
made its reputation in attention-get-
ting print ads (even though 65% of
'its billings is in air media). Medium
selection was the outgrowth of con-
sumer and copy testing.
"Replacing successful copy," says
associate product manager Nick An-
derson, "has to be handled cautiously.
We wanted to have a very positive
feeling with supporting research be-
fore putting new advertising on the
air.
Consumer research therefore began
at Ogilvy, Benson & Mather before a
single line was put on paper, ft was
divided into two phases:
38
SPONSOR • 26 SEPTEMBER 1959
(1) Brand research to find the
right or selling idea
(2) Copy testing to find the best
execution of the selling idea.
"Research validated the selection
of the basic selling promise, 'Tastes
as good as it smells,' " says Dave
McCall, associate copy chief at OBM.
"The next step was to develop a com-
mercial that would focus on just the
coffee itself."
"The basic idea was simple," he
gays. "The format of the commercial
would be simply to show the ritual of
coffee being perked, developing from
that all the emotional and sensory
responses associated with the perking
of coffee." (The finished commer-
cial contains three simple elements:
percolator, Maxwell House Coffee
can. cup and saucer.)
With the selling promise and con-
cept worked out, the agency began
Step No. 2 — researching the right
visual, copy and audio elements need-
ed to develop this concept. This was
done prior to exposure of the idea to
General Foods.
"First of all," says Henry Bate,
OBM senior commercial producer,
"the distinctive feature of a percola-
tor is the sound. So it became ap-
parent early that sound would be
highly important to the commercial."
PERCOLATOR
SOUND of perking coffee (produced
electronically by Plandome Prods.)
had to be perfected before opening
frames could concentrate on percolator
But experiments soon uncovered
the fact that there is little that is dis-
tinctive about the sound of a perco-
lating coffee pot. To solve the prob-
lem, the agency went to Plandome
Productions of New York.
There, Eric Siday, specialist in
electronic effects, worked out an clec-
tronicall) controlled, multi-tracked
musical sound simulating percolating
coffee. It segued into a musical theme
for which three instruments were
used: temple blocks for the perking
effect, a bass violin and a Spanish
guitar.
After the sound had been devel-
oped, the agenc\ exposed the com-
mercial concept and sound track to
the product group at General Foods
and got agreement on the general
direction of the commercial.
After this came more testing. A
rough cut. consisting of stills semi-
finished with sound track, was tested
to make sure the commercial was un-
derstood and delivered the basic sell-
ing message.
"This copy testing bore out previ-
ous research and judgment," says
Bill Phillips, account executive at
OBM. "and we then felt that the pro-
posed copy could be cleared with
General Foods' Advertising manage-
ment for commercial production.
CUP AND SAUCER
FOCUS on coffee itself (rather than
on people drinking it) called for
emotional response to taste-aroma,
pitch, emphasis on ritual of pouring
One important obstacle remained:
development of the \ isual effect- to
show the percolating of coffee. \ow
Bate, working witli TV Graphics,
plunged into long experimental ses-
sions testing slow-motion, fast-mo-
tion, infra-red. high-speed photogra-
phy — all of which proved impractical.
Before it could be shot with regular
photography, a glass dome for the
percolator had to be hand blown and
proper formula for the coffee had to
be found (water, coffee, dye were all
tested ) .
Final visual problem was getting
the coffee to perk in s\nc with the
music. A mechanical device — similar
to a bulb pump — solved the problem.
As soon as the finished commercial
was turned out, Pete Triolo. OBM
media supervisor on Maxwell llou-e,
started his buying. "We bought
early," says Triolo. "to avoid the fall
rush for time. We purchased our
time early in August — 60-second
fringe time and prime 20's in about
90 markets cast of the Mississippi,
where Maxwell House has its strong-
est brand franchise.'
Spot frequency varies depending
on the size of market and local mar-
keting situation. Package buys are
utilized in many major markets. In
I Please turn to page 50)
ELEMENTS LOOK SIMPLE BUT CAUSED PROBLEMS
COFFEE CAN
I'KODL'CT had to appear as alluring
as other elements, uas shown opened
and in contact with cup and new
slogan which replaces "Last Drop"
fin lira iiMiiniiiiii iiii'iii n mi ii Mm uni'i iiiniiiiiiiiijiiiiiiiraiini iroiuir n imp, ." inniiiii 11 in in in minim iimiiii mi
SPONSOR • 26 SEPTEMBER 1959
i9
and (pUTy
on
Madison
Avenue
With apologies to Robert Benton and Harvey Schmidt, ivho neglected to cover the ad field in their
highly amusing hook. With an assist from Jim Borden, art director at Donahue & Coe
By Eugene F. Trivell
Account executive, Donahue & Coe
TRAVELING
M
laking the 7:43 from New Canaan is OUT. However,
catching the 6:59 from Easthampton is so far OUT it's
IN. Playing cards and drinking on commuter trains is
OUT. Catching up with the "In" basket is OUT. Sleeping
is IN. Driving to the station in "Billy's" old Chevy was
IN, but is now OUT. Walking to the station is IN. The
Herald Tribune is IN. Getting on the front car and being
first up the ramp at Grand Central is OUT. 12-onion-skin-
capacity attache cases are OUT — especially if they're black.
Looking like a square-jawed Steven Rockefeller on a
motor scooter is OUT. However, Frances Gill models on
Vespas are IN. Subways are IN. Name dropping on ele-
vators is OUT — unless the names are George Washington
Hill, Baron George Wrangell, or Maxwell Sackheim. Going
on endlessly about being stacked up over London Airport is
OUT. United Airlines Executive Flight to Chicago is OUT.
The 20th Century is IN.
SPORTS
Going to the stadium during the World Series is OUT.
Opening day is still IN. The Stadium Club is OUT. Volley
ball, almost unretrievably OUT, is now IN. Reunions are
IN. But enjoying them is OUT. The Madison Square
Garden Club is IN. Tail Gate lunches at football games
are OUT. Squash was IN but too many table-tennis ad-
mirers converted. Siamese fighting kites are IN. Water
skiing is IN — but only backwards and underwater. Golf
at Greenbrier, Mackinac and Boca Raton is IN, except
during sales conventions. Hand tennis is IN. Bowling is
IN — if you score under 110. Billiards is back IN. Back-
yard swimming pools are OUT. Outdoor cookouts are
OUT. But camping is IN. Sports cars are IN, but only if
you have a large family. Indoor tennis is IN. Fencing is
IN. Skiing is IN, but only in the Andes or with the family.
CLOTHES
Being Ivy League is IN. But looking Ivy League is
OUT. Italian silk suits are OUT. Ankle length socks are
OUT. . . . But so are garters. Suspenders are IN. Tired
camels hair coats are OUT. Class rings are OUT. Any-
40
SPONSOR • 26 SEPTEMBER 1959
tiling that matches is OUT. Being carefully careless is
OUT. Neatness is IN. Frayed collars and cuffs that are
well starched are IIS 1 — especially when sales are down.
Shoes without shoelaces are OUT. Norwegian underwear
is IN. Handkerchiefs that peep up squarely over your
Tip; Nathan's, the Automat and the cafeteria at the Cen-
tral Park Zoo are IN, because OUT people, trying to be
IN, never go there.
MISCELLANEOUS
Bull pen agencies fronted by cushy ante rooms are OUT.
Vance Packard is OUT. It's OUT to reminisce about Lord
& Thomas. Same for the hard-sell 30's. Flopovers are
back IX. Trips through electrotype plants are OUT. How-
ever, trips through Christ Cella are IN. Locking up type
is so far OUT, it's IN. Austrian accents in the Research
Department are OUT.
breast pocket are OUT. If the handkerchief has your
initials on it, you are OUT forever. It's OUT to wear
jewelry. Having your shoes shined while a group meeting
is in session is OUT.
EATING AND DRINKING
Ordering a dry martini, rare steak, salad and Idaho
potato is OUT. Steak joints are OUT. Steak is OUT. Gou-
lash is IN. So is lamb stew. The Forum is OUT. Trader
Vic's is OUT. In fact, all Polynesian food is OUT. The
Four Seasons is still IN. An olive in the martini was OUT,
but so many people who are OUT said "no garbage" that
the olive is now IN. Three-hour lunches are OUT. So are
20-minute lunches at the desk. Taking a "pitch" to lunch
0
I
I
is OUT. But taking a "pitch," checking it, and never men-
tioning it again, is IN. No-menu restaurants are OUT.
Men's bars are OUT. The Top of the Sixes was IN during
its press party, but is now hopelessly OUT. Toots Shor
and Patricia Murphy are OUT. Going home for a hot
lunch is IN. A brace of double martinis at lunch and
allowing the client to pick up the tab is IN-1N, but you
are OUT-OUT. Unfolding accordion credit cards is OUT.
A roll of cabbage is IN.
4 TK&3<B>V
MEDIA
Asking for "the ratings" is OUT. Having media sales-
men cool their heels is OUT. However, parties for media
salesmen are also OUT. Station owners who are in town
for only today are OUT. National Geographic is IN. Spe-
cial issues are OUT. Music and news is OUT. Radio and
tv "merchandising assistance" is OUT. Going around say-
ing how much you hate Jack Paar is OUT. Sandwich men
are so far OUT, they're IN. Requests for "right-hand
page" are OUT. So is "urgently requested." All media
requests made by the client's president are IN. But the
medium is OUT. Convention dailies are OUT. Third Class
mail is 067'. Publishers who send World Cattleman to
your home, are OUT. Extensions are IN. Solicitations
that begin with "I was talking to the client last week and
— " are OUT. The "second station" is IN. Additional
extensions are IN. Quad spotting with bells is OUT. In-
dependent radio stations that send plastic wallets and pads
"From the desk of — ■" are OUT. Paperweights are OUT.
A bottle of booze is IN. W ith the exception of the Ed
Sullivan Show, dog and ponv shows are OUT. Ed Sullivan
is OUT.
En. Note: Asking jor reprints, making jax copies and clipping this
article are OVT. Making carbon copies to circulate among friends
tries too hard to be I A and is OVT. Making up your own list is /.V
only as long as you're still making it up.
SPONSOR • 26 SEPTEMBER 1959
aciiiiiiiiiimiiiiiiiiiiiiiiiiniw
iiiiiiiiiuiiiiiiiij
WHY SALES OF QUALITY FOODS ARE INCREASING
1. MOST FAMILIES SPEND 22-24% of their income
for food, says U.S. Department of Commerce (in its March
1959 Survey of Current Business). For the last four years
the average expenditure has remained constant at 22%
2. WHEN INCOMES RISE, there's an increase in the
quality of food bought — not necessarily the quantity. Rise
in food expenditures is linked to "increasing consumer
preference for higher quality, more highly processed foods"
3. THE RISE IN INCOME per family during the past
year has been boosting the quality of foods consumed even
by lower income homes. This accounts for the Negro
audience included in Merkel's expanded radio schedule
4. THOUSANDS OF FAMILIES this year are enjoying
higher quality foods for the first time. This is why many
advertisers, taking a new look at the market for quality
food products, are rinding some old notions smashed
aiiiKiBiiiiiiiiiiiiiii jiijl ui ii^iiwiiiiiriiMiiwiwiiwiwiMwwwMwwwwatfii^miw i i - «*:■«■ vtsmmmmmmmmmtwBmmmmmmm t%m* raiiiiniii
Merkel finds new quality markets
^ Meat packer forsakes 'snob' appeal for quality line,
uses radio to reach economic, age and ethnic groups
^ Tie-ins with other advertisers' schedules doubles
consumer, trade impact— widens Merkel's audience base
^The picture and the quotes above
belie one of the oldest maxims of
popular economics — that per capita
expenditures for food are more or
less inelastic because the human
stomach will only hold so much.
Obviously, what the old-timers over-
looked was that in a high-income
economy the quality of the purchase
can be improved. And the way things
are going today you can't draw much
of a line between who's in the quality
market and who isn't.
Against this background, the Mer-
kel Meat Co. this week adds a series
of twenty-five 60-second announce-
ments weekly, aimed at the Negro
market, to its metropolitan New York
radio schedule for its ham, bacon,
sausage and other pork products.
"Merkel's approach," says L. H. Hart-
man Co. account supervisor Herb
Stiefel, "is not to concentrate wholly
on the people popularly supposed to
be able to afford a product which
costs a few cents more than the aver-
age, but to appeal to every population
segment in Merkel's marketing area."
Specifically, here's how Merkel
gears its advertising to reach all eco-
nomic, age and ethnic groups in its
marketing area of metropolitan New
York, New Jersey, southern Connecti-
cut and upper New York State:
Negro market. Latest addition to
the Merkel schedule — twenty-five 60-
second announcements on WLIB —
grew out of the company's own obser-
vations of which income groups buy
in the quality line. In addition to
its wholesale and route divisions (the
[Please turn to page 53)
suiiiniifjinMiinijiiiiuitJTimiutiiFiTiHuuiuujinDUittniiifintRjjiiiii' iMiiHuiiiitiiiiiiiiuinuiiiKS
WATCH |
| FOR KNICKERBOCKER |
| IN NEXT WEEK'S ISSUE j
inimmi nRinnmwniniiniHiiniiauiiiniinii i uhi mm un rimtnuinuuBii rnnunuuDi
12
See also Negro Radio Supplement, this week.
TV BASICyOCTOBER
No rise in half-hour tv show costs
^ However, average prices by program categories on
network tv shows hour programs higher than last year
Jf^ rundown of average tv show
cost? this season points up this fact:
While the hour shows are more ex-
pensive and extravagant this year
than ever before, tv's basic staple —
the half-hour format — eosts about the
same as last year.
Here's how thev compare:
• Westerns: The 19 half-hour
shows average $40,000 — the same
price as 14 last season. Seven one-
hour shows average $7<S.000.
• Dramas: Seven half-hours at
839.000 this season— five at $-11,000
in The hour average — three
shows at $125.000 — is higher than
last year (two at $63.0001 because of
the expensive Ford hour on iM5C TV.
• Variety: Four half-hour music
at $38.000— in '58, four were $36.-
500: three half-hour comedy at $47,-
000 — last sear five shows averaged
$52,500.
• Mystery: Seven half-hours at
$38,500 v*. seven at $36,000. Six
one-honr mysteries average £77.500.
• Adventure: Fight half-hours at
$36,000 \s. nine at $31,000. Fi\e
one-hour sibovvs are $81,000.
• Situation Comedy: Fifteen at
$39,000 vs. 1958"s 15 at" $41 ,000.
• Audience Participation:
Twelve averaging $28,000 — in : 58,
1 1 averaged $30,500.
The.-e prices represent what the ad-
vertiser busing the complete show
would pa\. In man} cases, the sale
of minutes in spot carriers brings the
total actually invested by sponsors to
a greater figure. ^
1. THIS MONTH IN NETWORK TV
Network Sales Status Week Ending 26 September
illll
ABC
CBSf
NBCf
Daytime
rainnHiniiniimffniiiti
SPONSORED HOURS
13:45
inn
t Excluding pre 10 a.m. shows
26:15
24
m 111111!""
ABC
CBS
NBCf
t Excluding Jack Paat
Nighttime
mMmiraiifMiiifmiiiH
SPONSORED HOURS
24:30
25:45
25:15
Specials scheduled during four weeks ending 23 October
PROGRAM (NETWORK)*
COST SPONSOR, AGENCY, DATE
VTST Telephone Ilr. <X) $275,000 I AT&T, C&W-10 9, 10 23
Milton Berle (X)
Victor Borge (X)
Bob Hope (X)
Jazz Singer (X)
Show of Month (C)
Ed Sullivan (C)
230,000 Zerex, BBDO; Warner-
Lambert, Bates— 10/11
275,000 Pontiac, McM, J&A—
10/16
320,000 Buick, Mc-E— 10/8
230,000 Ford, JWT— 10 13
275,000 DuPont, BBDO— 9, 28
85,800 Mercury, K&E; Kodak,
JWT— 9/20
PROGRAM (NETWORK)*
COST SPONSOR, AGENCY, DATE
Small World Review tX)
What Makes Samnr) linn (X)
Turn of the Screw fX)
Wonderful World of
Entertainment (X)
World Series Special (X)
Our American Heritage (X)
$225,000 AC Spark UMS, C-E—
9 29
130.000 P&G, B&B— 9 27, 10 4
230 000 Ford. JWT— 10 20
230.000 Ford, JWT— 10 6
90,000 Prestone, Esty— 9 29
250,000 Equitable, FC&B— 10 18
Networks: (A> ABC TV: (C) CBS TV: (X) KBO TV
SPONSOR
26 SEPTEMBER 1959
43
2. NIGHTTIME
C O
P A
SUNDAY
ABC CBS
NBC
MONDAY
ABC CBS NBC
TUESDAY
ABC CBS NBC
ABC
Small World
Olin-Mathteson
(D'Arcy)
D-F $38,000
Meet The Press
sust
No net service
Twentieth
Century
Prudential
<R-McC)
D-F J35.000
Saber of London
Sterling (DFS
My-F $28,000
John Daly News
sust
D Edwards
Amer Home
t Betel)
XL J9,500tt
News
Texaco (C&W)
N-L *6.500t1
John Daly News
tust
D. Edwards
Equlteble
(FC&B)
elt Am. Home
(Batesl
N-L $9,500tt
News
Texaco (C&W)
N-L J6,500tt
John Daly
tun
Colt .45
Nestle (Mc-E)
alt
Derby (Mc-E)
|\V-F $13,800
Lassie
Campbell Soup
(BBDO)
A-F $37,000
Riverboat
(7-8)
Corn Prod
(L&N)
elt nr. open
A-F $72,000
No net service
No net service
ABC News
sust
D Edwards
Amer Home
(repeat feed)
News
Texaco
(repeat feed)
ABC News
tust
(elt «bs
7:30-8:30)
Am. Chicle,
Glldden. Nafl
Carbon, Gen
Jlllls, Har.
Ritchie
W-F $82,000
D Edwards
Equitable
Am. Home
(repeat feed)
News
Tex e co
(repeat feed)
ABC N<
lust
Maverick
(7:30-8:30)
I Kaiser Co (T&R)
nraritett (YAR
I W-F $78,000
Denis The
Menace
Kellogg
(Burnett)
Sc-F $36,000
Ed Sulivan
(7:30 9) £
Riverboat
Cheyenne
(7:30-8:30)
Ralston (Card.)
Am. Chicle
(Bates)
Natl Carb (Esty)
W-F $82,500
Name That
Tune
Amer Home
(Betes)
Q-L $23,000
Richard
Diamond
Pharmaceuticals
(Perkson)
alt
Block (SSCB)
My-F $30,00(
Stars in Action
sust
Laramie
(7:30-8:30)
L&M (Mc-E)
W-F $65,00(
Maverick
Ed Sullivan
18-9)
Mercury (K&E)
alt Kodak (JWT)
V-L $85,800
Sunday
Showcase
(S-9)
various sponsors
Cheyenne
Johnson & J
(Y&R)
Armour (FCB)
Warner-Lam.
(Bates)
P&G (B&B)
The Texan
Brown & Wmsn
(Betes)
alt
Pharmaceuticals
(Parkson)
W-F $37,000
Love & Marriage
Noxzema
(SSC&B)
Sc-F $38.00(
Sugarfoot
(7:30-8:30)
Am. Chicle,
R. J. Reynolds,
Whitehall, Glld-
den, Carnation,
Gen Mills, Net'l
Carbon. Ludens,
T>g-n
Dennis O'Keefe
Old mobile
(Brother)
Sc-F $38,000
Laramie
Warner-Lambert
(Lam & Feasley)
Ansco (B&B)
segs open
Charle
Weaver's r
Lobby
Mogen Dl
(E. Wei
Q-L $;
W-F
$82,000
Law Man
R. J. Reynolds
(Esty)
Whitehell
(Bates)
W-F $41,000
Ed Sullivan
Sunday
Showcase
Bourbon St.
Beat
(8:30-9:30)
Lorillard (L&N)
L-O-F (FSR)
A-F $80,500
Father Knows
Best
Lever (JWT) alt
Scott (JWT)
Sc-F $39,000
Wells Fargo
Amer Tobacco
(SSC&B)
alt P&G (B&B
W-F $47,0O(
Wyatt Earp
Gen Milla (DFS)
alt P&G
(Compton)
W-F $40,000
Dobie Cillis
Plllsbury
(Burnett)
elt
Philip Morris
(Burnett)
Sc-F $37.00C
Fibber McCee
& Molly
Singer ( Y&R)
alt
Sten Brends
(JWT)
Sc-F $38.001
Ozzie & Hi
Kodek (Jl
alt |
Quaker O
(JWT)
Sc-F $^
The Rebel
L&M (DFS)
alt
P&G ( Y&R]
W-F $42,501
C. E. Theatre
Gen Electric
(BBDO)
Dr-F $51,000
The Chevy
Show
Dinah Shore
(9-10)
Chevrolet
(Cemp-E)
V-L $165,001
Bourbon St.
Beat
Ven Heusen
(Grey)
Reynolds Metal
(L&N)
lnt'1 Latex
(B.-McC)
Danny Thomas
Gen Foods
(B&-B)
Sc-F $i7.500
Show of Month
(8:30-10) #
Peter Cunn
Bristol-Myers
(DCS&S) elt
R. J. Reynolds
(Esty)
My-F $38.00(
The Rifleman
Miles Lab
(Wade)
P&G (B&B)
Ralston
(Gerdner)
W-F $38,000
Tightrope
Phermaceullcals
(Perkson)
A-F
My-F $39,0OC
Arthur Murray
Lorlllard (L&N)
elt
Sterling (DFS)
V-L $30,001
Hawaiian
(9:30-10:!
Carter (Be
Whitehe
I Bates)
My-F $S
The Alaskans
(9:30-10:30)
L&M (Mc-E)
Armour (FCB)
Natl Carb (Esty
A-F $77,50(
Hitchcock
Presents
Bristol-Myers
(Y&R)
My-F $39,000
The Chevy
Show
Adv. In Paradise
(9:30-10:30)
L&M (Mc-E)
Armour (FCB)
A-F $80,00(
Ann Southern
Gen Foods
(B&B)
Sc-F $10,000
Alcoa-Coodyea
Theater
Alcoa (FSR) al
Goodyear (Y&R
Dr-F $39,001
Philip Marlowe
Whitehall
(Bates)
Brown & Wmsn
(Bates)
My-F $39,000
Red Skelton
Pet Milk
(Gardner)
S. C. Johnson
(NL&B)
CV-L $52,0(X
Ford Startimc
(9-10)
Ford (JWT)
V-L $200,001
(average
•
Hawaiian
Am. Chi.
(Bates)
Har Rltci
(K&E)
The Alaskans
Johnson & J
(Y&R)
DuPont (BBDO
Benny alt
Cobel
Lever (JWT)
VC-L $47,000
Loretta Young
Tonl (North)
elt Philip Mor-
ris (Burnett)
Dr-F $42,501
Adv. In Paradise
Reynolds Metal!
(L&N)
Anahist (Bates)
J&J (Y&R)
Polaroid (DDE)
Hennessey
Lorlllard (L&N)
alt
Gen Foods
(Y&R)
W-F $39,000
Steve Allen
(10-11)
Plymouth
(Ayer)
CV-L $125,001
Alcoa Presents
Alcoa (FSR)
Dr-F $35,000
Garry Moore
(10-11)
Kellogg
(Burnett)
P-P-G (Mason)
CV-L $109,001
Ford Startime
World Series
Special
(9:30-10:30) 0
Wed Ni|
Fights
Brown & V
(Bates)
Miles (Wi
(10-conc
Sp-L $3
World of Talen
P. Lorlllard
(L&N)
MuV-L $16.00'
What's My Line
Kellogg
(Burnetii
alt Sunbeam
(Perrln-Paus)
Q-L $32,000
No net service
Man With
A Camera
G.E. (Grey)
A-F $31,000
June Allyson
DuPont (BRDO)
Dr-F $41,000
Steve Allen
Keep Talking
Mutual of Omaha
(Bozell & J)
Q-L $18,000
Garry Moore
Polaroid (DDB)
S. C. Johnson
(NL&B)
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
0 Nuclals. see page 43.
•Color show, ttCoat U per segment. Prices do not include sustaining, par-
ticipating »r co-op programs. Costs refer to average show costs including
talent and production. They are gross (include 15% agency commission).
They do not include commercials or time charges. This chart covers period
26 Sept. -23 Oct. Progam types are indicated as follows: (A) Adventure,
(Au) Audience Participation. (C) Comedy, (D) Documentary, (Dr)
44
SPONSOR • 26 SEPTEMBER 1959
FfV G R A P H 26 SEPT. - 23 OCT.
•DNESDAY
ah :bs NBC
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS NBC
SATURDAY
ABC CBS NBC
|ohn Daly News
sust
— dwards
M) r (Batea)
wt :em Band
impton)
$9,500tt
News
Teiaco (C&W)
«-L $6,500tt
lohn Daly News
sust
D Edwards
Whitehall
(Batei)
S-h $9.500tt :
News
reiaco (C&W)
:-L $S.500tt
D Edwards
Parliament
(B&B)
alt sust
N-L $9,500tt
News
Teiaco (C&W)
f-L $6,500tt
et service
No net service
No net service
No net service
1 Idwards
M 'irter
n Rand
cat feed)
News
Texaco
(repeat feed)
ABC News
■utt
D Edwards
Whit hall
(repeat feed)
News
Teiaco
(repeat feed)
ABC News
■ust
D Edwards
Parliament
alt sust
(repeat feed)
News
Texaco
(repeat feed)
Line-Up
30-8 :30)
er Paul
DFS)
(OB&M)
$80,000
Wagon Train
(7:30-8:30)
Ford (JWT)
National Biscuit
(Mc-E)
V-F $78,000
Cale Storm
Warner- Lamhert
I 11 III & Ji ]
alt open
■ic- F $30,000
To Tell The
Truth
Carter (Bates)
alt
Tonl
1 L $22,000
<
Tales of The
Plainsman
Ansco (B&B)
enault (Kudner)
Sunshine Bis.
(C&W)
V-F $30,000
Walt Disney
Presents
(7:31) S-.30)
Mars I Knox R)
Kill (Aver)
X I. $94,000
Rawhide
(7:30-8:30)
Lever (JWT)
Parliament
(B&B)
W-F SSO.OOO
People Are
Funny
Greyhound
(Grey)
l-P $21,000
Dick Clark
Show
Beech-Nut
Life Savers
(T&R)
Mu-L $14,500
Perry Mason
(7:30-8:30)
Colgate (Bates)
Parliament
(B&B)
My-F $80,000
Bonanza
(7:30 8:30)
L&.M (Mc-E)
RCA (K&E)
W-F $78,000
V Line-Up
si ittan Shirt
Sh lei & C)
1 lnz Glass
f< Ayer)
Wagon Train
R. J. Reynold!
(Esty)
(alt % hr.)
Donna Reed
Campbell
(BBDO)
alt
Johnson & J
(Y&R)
^c-F $38,000
Betty Hutton
sust -
Sat Masterson
>c3lt?st ( Aycr )
V-F $38,000
Bob Hope
(8-9) #
Walt Disney
Presents
Canada Dry
(Matties)
Derby (Mc-E)
Rawhide
Lever (JWT)
Peter Paul
(DFS)
Preaiu (B&B)
Trouble
Shooters
Philip Morris
(Burnett 1
> F $39,500
John Cunther's
High Road
Ralston fC.B&B)
Itr F $31,000
Perry Mason
Sterling (DFS)
Gulf (T&R)
Hamm (C-M)
Bonanza
sees open
j
nto Space
Tobacco
I iBDO)
I $38,000
1
Price Is Right
Levar (JWT)
alt Speldel
(NC&K)
J-L $21,500
The Real
McCoys
P&O (Compton)
3c-F $39,000
J
johnny Ringo
sust
ohnny Staccato
Rrls.-Myera
(DCSS)
alt
B. J. Reynolds
(Esty)
.-F $37,000
Man From
Blackhawk
Miles (Wade)
11. J. Reynolds
(Esty)
W-F $38,000
Hotel D'Paree
Kellogg
(Burnett)
alt
L&M (Mc-E)
W F $43,000
Specials
(8 3« 9 :3fl)
fa riou s sp&Ti sors
•
Leave It To
Beaver
RaMon (GB&B)
Anahlst (Rates)
1 '3 open
Sc-F $30 00
Wanted Dead
or Alive
Iti n & %VrnioD
(Bates)
Kimlierly- Clark
U-'C&B)
(V-F $39,000
vlan O Challenge
R J. Reynold!
(F«ty) alt
Chemstrand
(DDR)
\ F $36,000
*
Millionaire
8 te (Rates)
$42,000
1
Perry Como
19 10)
Kraft
(JWT)
luV-L $125,000
Pat Boone
Chevrolet
(Camp-E)
MuV L $61,000
Zane Crey
S. C. Johnson
(NL&B) alt
General Foodi
(B&B)
V-F $45,000
<
achelor Father
Whitehall
(Bates)
alt
.m Tob (Gumb.)
cF $42,000
'7 Sunset Strip
(0-10)
Am Chicle
(Hates)
Whitehall
(Hates)
My-F $85,000
Desilu
Playhouse
!9-10>
Westlnehouse
(Mc E)
Di-L $90,000
Specials
Lawrence Welk
(9-10)
Dodge (Grant)
Mat, $21,500
Brenner
Lever (JWTj
\ F $38,000
The Deputy
Kelli>cg(Bumettl
W-F $39,000
e Cot a
alda (Eatv)
$27,000
Perry Como
Untouchables
(9:30 10:30)
L&M (Mr E)
Armour (FCB)
My-F $80,000
Playhouse 90
(9:30-11)
Amer Oaa 1
(L&N)
ir UP $110,000
(90 min.)
rnie Ford Show
Ford (JWT)
;v-l $42,000
77 Sunset Strip
H Ritchie
(JC&E)
R. J Reynolds
(Esty)
Carter (Bates)
Desilu
Playhouse
M Squad
l in Tob (SSCB)
alt
Sterling (DFS)
k F $31,000
Lawrence Welk
Have Cun. Will
Travel
Whitehall
(Bates)
alt Lever (JWT)
A'F $10,000
Five Fingers
(9:30-10:30)
Midas, Sterling,
Corning Glass
My V S6O.00O
Steel Hr
nkl 1011)
S. Steel
BBDO)
$80,000
This Is Your
Life
P&O (B*B)
L $52,000
Untouchables
Lewis Howa
(Mc E)
Carnation
(EWRR)
Inahlst (Bates)
Playhouse 90
Allstate
(Burnett)
alt
temolds (Esty) ,
You Bet Your
Life
Pharmaceuticals
(Parkson) alt
Lever (BRDO)
!-L $53,000
Robert Taylor's
Cap't of
Detectives
X>*(5
(Ii&T!)
My-F $15,001)
Twilight Zone
Gen Fond3
(Y&B)
alt
Kimberly Clark
(1-'CR>
A F $30,000
Cavalcade of
Sports
llllette (Maxon)
(10-concl)
•pi* $55,000
Victor Borge
(10 11) <§
Jubilee. U S.A.
(10 11)
Massey- Ferguson
(NX&B)
Mu-L $20,000
Cunsmoke
UM (DFS) alt
Sperry-Rand
(Y&R)
IV F $42,000
Five Fingers
PuIW. I'tSiG,
Hi-lpne Curtis.
Hrls-Myers
$egs open
le Theatre
»ks 10-11)
rmstrong
BBDO)
$SO.0OO
Wichita Town
v&c. (li&Ii)
V-F $38,000
Take A Cood
Look
Consolidate
Clears
(EWRlt)
alt open
r)-L $30,000
Rcvlon Party
0:30-11 alt uks) 1
Revlon (W&L)
>r-L $175,000
Masquerade
Party
flrlllard (LAN)
alt Block Drue
(Grey)
|L $18,000
Black Saddle
L&M (Mc-E)
alt
Alberto Culver
( Wade)
W-F $38,000
Person to Person
Phnrmaceullcala
(Parkson)
l-L $40,000
ackpot Bowling
Itayuk (Werman
& Siherr)
ip-L $3,000
lubilcc, U.SA
Winson Dickie
(FfiR)
Nul'I Carhrwi
(Esty)
l'olk Miller
i.Vyer)
Markham
Sctillti (JWT)
>fy-F $39,000
It Could Be
You
1 1 1 ar m i mi U cs Is
(Parkson)
:) L $32,000
Drama. (F) Film, (I) Interview, (J) Juvenile, (L) Live, (11) Misc. L preceding date means last date on air. S following date means starting
(Mu) Music. (My) Mystery, (N) News, (Q) Quiz-Panel, (Se) Sitnation date for new show or sponsor in time slot.
Comedy, (Sp) Sports, (V) Variety, (W) 'Western. tNo charge for repeats.
SPONSOR • 26 SEPTEMBER 1959
45
/ Our %
2 thirteen 1
| easiest £
\ years jo
^6 t 9S5X
Every day of every year is easy when you love your job. Since
November 1946, turning out SPONSOR has been a fascinating,
exhilarating, challenging, and rewarding experience. As we near
the close of our first thirteen years, we see ahead an opportu-
nity for trade paper service far greater than ever before. In
our first thirteen years, SPONSOR has been dedicated to bring-
ing advertisers and agencies an appreciation of radio and tv
I based on analysis and interpretation of their values. That our
readers like our kind of trade paper is underscored by the fol-
lowing: (1) In 1959, SPONSOR enjoys the highest percentage of
agency/advertiser circulation in its field, with six out of ten
copies going to the men who foot the bills. (2) SPONSOR tops
its field by a wide margin, according to all independent surveys
of agency/advertiser reading preferences made since early
1958. (3) SPONSOR tools-for-advertisers (such as Radio Basics,
Tv Basics, Five-City Directory, Negro issue, Farm issue) have
achieved exceptional acceptance. (4) SPONSOR'S prestige is at
an all-time high. Its fighting crusades for industry improve-
ments, its busy Readers 7 Service, the heavy publicity it receives
in the daily newspapers, its ready welcome by the key men in
agency/advertiser offices, indicate how vital a force SPONSOR
has become in the daily life of our industry. First a monthly,
then a bi-weekly, now a weekly, SPONSOR is geared for USE.
DAYTIME
C O
P A I
10:00
10:15
10:30
10:45
11:00
11:15
11:30
11:45
12:15
12:30
12:45
SUNDAY
ABC CBS NBC
Lamp Unto M
Feet
suit
Look Up & Liv
sust
Eye On
New York
suit
Camera Thre«
suit
ABC
MONDAY
CBS NBC
On The Co
sust
December Brid
sust
I Love Lucy
Menthol alt
sust
Lever
alt sust
Top Dollar
sust
Dough Re Mi
sust
Treasure Hunt
Ponds alt
Kleinert
PAG alt
Price Is Right
Lertr
alt Ponds
Sterling
alt Whitehall
Concentration
Culver alt
Lever
Ponds alt Lever
TUESDAY
ABC CBS NBC
On The Co
Bust
December Bride
sust
I Love Lucy
Lever alt sust
sust
alt U. S. Steel
Top Dollar
Colgate
Tick alt sust
Dough Re Mi
sust
Treasure Hunt
Culver alt
Gold Seal
Frlgldalre lit
sust
Price Is Right
Lever alt
Nabisco
Stand Brands
Concentration
Frlgldalro
Lerer alt
Alberto Culver
The Last Word 1
sust
Restless Cun
sust
Love of Life
tuit
Amor Home Pro I
alt Nabisco
Tie Tac Dough
Ponds alt Miles
Restless Cun
sust
Love of Life
sust alt
Gen Mills
Tic Tac Dough
S tand Brand s
P&G alt
Gold Seal
Restlesff
susff
Johns Hopkins
File 7
sust
Face The Natioi
sust
Love That Bob
aust
Search for
Tomorrow
PAG
Cuiding Light
PAG
It Could Be You
Whitehall
ait Ben Gay
Ponds alt PAG
Love That Bob
sust
3ujh. Ii f u r
Tomorrow
pao
Cuiding Light
PAG
It Could Be
You
Al. Culver alt
Miles
Armour alt PAG
Love Th|
sust)
College News
Conference
auit
Music Bingo
sust
No net service
News
(1:S5-1:S»)
fust
No net service
Music Bingo
sust
No net service
News
(1:»-1:M> suit
No net service
Music lj
lUltg
Frontiers of
Faith
sust
World Turns
PAG
sust alt
Camatlen
No net service
World Turns
PAG
Sterling alt
Menthol
No net service
Professional
Football
various time*
various sponsor*
NBA Pro
Basketball
Anheuser-Busch
V* regional
(10/11 S)
Day In Court
Johnson A
Johnson
For Better Or
For Worse
sust
Queen for a
Day
sust
Day In Court
G<*neral Poods
For Better Or
For Worse
sust
Vick alt sust
Queen for a
Day
sust
Alberto Culver
Day In J
Beech-f
Cale Storm
Toni
Armour
Beech-Nut
Ar t Linklett er
sust alt
Van Camp
The Thin Man
sust
Cale Storm
Show
Block Drue
Amer Home
Art Linkletter
Swift
alt Tonl
Kelloff
The Thin Man
sust
Cale Stj
Beech-I
Ex La
Open Hearing
sust
Beat The Clock
Lever
Block Druf
Big Payoff
Collate
Young
Dr. Malone
sust
Beat The Clock
General Foods
Tonl
Big Payoff
General Foods
ait sust
Young
Dr. Malone
sust
Beat The 1
Johnson
Johns o[
Beech->
Who You Trust?
Armour
Johnson A
Johnson
Verdict Is You
sust
Amer Home
alt Lever
From These
Roots
sust
fust
Who Do You
Trust?
General Foods
Amer Home
Ei-Lai
Verdict Is Yourj
Gen Mills
alt Lever
Scott alt Toni
From These
Roots
sust
Who Do
Trust!
Amsm
Beech-K
American
Bandstand
Clalrol,
Beech-Nut
Brighter Day
PAG
Secret Storm
Amer Home Proc
The House on
High Street
Sterling
sust
American
Bandstand
. Lever
General Mull
Brighter Day
PAG
Secret Storm
Gen Ml Us
alt Scott
The House on
High Street
sust
Amerie
Bandsta
Armou
American
Bandstand
Norfham -Warren
HIS Sportswear
Edge of Night
PAO
Split Personality
sust
Sterlinf
alt Lever
American
Bandstand
Carter
Welch
Edge ef Night
PAG
Sterling
alt Vlck
Split Personality
Borden alt sust
sust alt
Lever
Amerie
Bandsta
DuPon
Paul Wjnchell
Hartz Mountain
The Last Wort
sust
World Series
of Coif
Bayuk alt
Am. Safety Itazoi
(10/18 S)
American
Bandstand
co-op
American
Bandstand
co-op
Amerie
Bandsta
eo-op
Lone Ranger
Qen Mills
Frltof Co.
College Bowl
Gen. Electric
Rin Tin Tin
Gen Mills
Rin Tin Tin
Gen Mills
My Frie
Flicka
am Ml
NOTE: On ABC TV, Day In Court, Cale Storm, Beat the Clock. Who Do You Truitt, and American Bandetand do not show day of participations,
HOW TO USE SPONSOR'S The network schedule on this and preceding pages (44, 45)
MPTU/nDlf TVTI rwiCIAM includes regularly scheduled programing 26 Sept. to
nciWUKIV I bLtVldlUN 23 Qct; inclusive (with possi bl e exception of changes
CO IVI PARAGRAPH made by the networks after presstime). Irregularly sched-
I
GRAPH 26 SEPT. - 23 OCT,
* DNESDAY
IS
NBC
THURSDAY
ABC CBS NBC
ABC
FRIDAY
CBS
NBC
SATURDAY
ABC CBS NBC
fie Co
Dough Re Mi
suit
On The Co
sust
Dough Re Mi
Congoleum
On The Co
sust
Dough Re Mi
■ust
leckle 0 Jeckle
sust
Howdy Doodv
ust alt Nabisco
Continental
Baking
r Bride
Treasure Hunt
Miles alt sust
Corn Prod.
Gen Mills
December Brid
sust
Treasure Hunt
Nabisco
alt Frlgida lre
P&O
alt Heinz
December Bride
Treasure Hunt
Supp Hose alt
sust
Whitehall alt
Sterling
Mighty Mouse
Gen Foods
alt sust
Colgate alt
Gen Foods
Ruff 0 Reddy
ltordon
Gen Foods
alt Iionlen
Lucy
alt
Price Is Right
Frigldaire
Sterling
Heinz sit
EF.I
1 Love Lucy
Lever
Scott
alt Gen Fowls
Price Is Right
Al. Culrer
alt I,ever
Ml lei sit
I<ever
Pen Mill s
Kodak alt Vlck
Price Is Right
Lerer alt
Corn Prod
Stand Brands
Oen Mills
Love Lucy
SUst
Fury
Borden
>ollar
ate
Concentration
Balm sit Mile s
Nabisco alt
Brlllo
Top Dollar
Colgate
Armstrong
alt Gen Foods
Concentration
Nestle
alt Lever
Heinz alt
Whitehall
Top Dollar
Colgate
Concentration
Ponds alt
Bauer & Blsck
Lone Ranger
Gen Mills
Lever alt
Bm & Wmsn
Circus Boy
Miles alt sust
f Life
o sit
it
ine Prod
Tic Tac Dough
neinz alt
Brn & Wmsn
Restless Cun
Love of Life
(lueker alt Level
Tic Tac Dough
Al. CulTer
alt Heinz
P&.G
Restless Cun
sust
Love of Life
Lever alt Ton!
Tic Tac Dough
Itorden
Oen Ml 11a
alt Ken Gay
Lunch With
Soupy Sales
Gen Foods
Sky King
Nabisco
True Story
suit
Sterling Drug
4 ■ For
• rrow
P
Light
Could Be You
Whitehall alt
Nestle
Corn Prod
alt Brlllo
Love That Bob
sust
Search for
Tomorrow
P&O
Cuiding Light
P&O
It Could Be
You
Mllea alt
Nsblscft
Love That Bob
sust
Search for
Tomorrow
P&G
Guiding Light
E&O
Could Be You
Stand Braodi
alt Oongoleum
P&G alt
Detective Diary
Sterlinc Dnif
[10) lUlt
No net service
Music Bingo
sust
No n e t serv lct
News
(1:25-1:30) suit
No nef service
Music Bingo
sust
No n et service
News
(1:25-1:30) iuit
No net service
Mr. Wizard
iuit
Turns
No net service
As the World
Turns
P&O
Pillsbury
No net service
World Turns
P&O
Quaker
ait Gen Mills
No net service
■
| ter Or
?Vorse
It su st
Queen for a
Day
iuit
sust
Day In Courf
Drackett.
Gen Poods
Toni
For Better Or
For Worse
Scott sit suat
sust
alt Lever
Queen-Day
sust alt
Congoieum
sust
alt Miles
Day In Court
Armnur
Beech-Nut
For Better Or
For Worse
Lerer alt Tonl
Queen for a
Day
susi alt Ponds
Nabisco sit sust
NCAA Football
Arrow Shirts
Shlck, E*so,
Humble Oil
Stand. Oil Ind.
r.aJu''.U"!
Petrol.
BA Basketball
(5-7)
Vnheuser-Busch
Bayuk-V«
ikletter
Bros
[sust
Iitlon
The Thin Man
sust
Calc Storm ,
Drackett Art Linkletter
Gen Foods K » Ho "
Block Drue Pillsbury
The Thin Man
sust
Gale Storm
Johnson &
Johnson
Tonl
Art Linkletter
Lerer Broe
sust alt
Staler
The Thin Man
■ust
1
ayoff
tau
Young
Dr. Ma lone
sust
Beat The Clock
Drackett
Armour
Big Payoff
Gen Foods
Young
Dr. Malone
Supp Hose
Bordon
Beat The Clock
Amer Horn*
Beech-Nut
Armour
Big Payoff
Colgate
Young
Dr. Malone
sust
■ is Yours
ck
V borer
■ r alt
■ ling
From These
Roots
sust
fir Day
iG
J Storm
«se Prod
■ F Night
iQ
■ ilk alt
Who Do You
Trust?
Drackett
Tonl
Beech-Nut
Verdict Is Yours
terling alt sust j
alt sust
Carnation
alt Scott
From These
Roots
sust
The House on
High Street
sust
American
Bandstand
Tonl, Old
London Foods
Brighter Day
P&G
Secret Storm
sust alt
Amer Home
rpht Personality
Frigldaire
sit sust
Heinz alt
SterHr,
American
Bandstand
Harold Ritchie
Block Drug
Who Do You
Trust?
Lever
General Foods
Beech -Nut
Verdict Is Yours
sust alt
Atlantis
Oen Mills
alt Lerer
From These
Roots
sust
The House on
High Street
Klelnert
Culver alt P&G
American
Bandstand
Mennen
Amer Home
Brighter Day
P&G
Secret Storm
Amer Home Prod
alt Gen Mills
The House on
High Street
Whitehall alt
P&G alt Ponds
Edge of Night Split Personality
P&O
Plllsbury
Heinz alt
Oen Milla
Lerer alt Miles
American
Bandstand
lollywood Candy;
Polk Miller
Edge of Night
P&G
Amer Home
alt
Sterling
Split Personality
E E.l. alt sust
I^ver att
Gold Seal
Race of the
Week
sust
American
Bandstand
co-op
American
Bandstand
co-op
Rocky and
His Friends
Gen Mills
Rin Tin Tin
Gen Mills
Robin Hood
SUSt
but list all sponsors. Monday through Friday, buying programs during month.
"lpd progrfpis appear during this period are listed
as well, with air dates. The only regularly scheduled pro-
grams not listed are: Tonight, NBC, 11:15 p.m.-l a.m.,
Monday-Friday, participating sponsorship; Sunday News
Special, CBS, Sunday, 11-11:15 p.m. (Carter and White-
hall) ; Today, NBC, 7-9 a.m., Monday-Friday, participating;
News CBS, 7:45-8 a.m. and 8:45-9 a.m., Monday-Friday.
All times are Eastern Davlkrht.
milSt reading for
advertisers and agencies...
The KWTV Community—
a 54-county area — is a
community created and held
together by SERVICE.
The variety, depth and quality
of KWTV programming
and promotion services are
key factors in its leadership.
Within the pages of this
brochure, you will find
reasons for — and evidence of
— the remarkably keen
communitywide interest
which the KWTV brand of
service generates.
Write for your copy . . .
you'll find it a helpful tool
in making market coverage
decisions.
from
kwtv Oklahoma citv
Represented by
3D BffYft*70W&M
f The Original Station Repiesentative
GENE AUTRY
Starring in 56 HOUR FEATURES
ROY ROGERS
Starring in 67 HOUR FEATURES
"One of soundest buys station has made."
— KOB-TV, Albuquerque, June 9, 1959
"Very successful ... a nice
show to have around."
— WBRC-TV, Birmingham,
April 1, 1959
REALLY
ROPIN' IN
RATINGS!
Greenville,
Spartanburg,
Anderson
15.3
Lubbock
25.9
Columbus, Ohio
15.0
Memphis
22.8
Davenport-
Rock Island
21.5
Little Rock
15.8
Syracuse
23.3
South Bend
16.2
Dayton
23.8
Charlotte, N.C
25.9
Peoria
15.1
Roanoke
17.5
Charleston, S.C.
28.3
Phoenix
17.4
Dallas -Ft. Worth
15.1
mca
TV FILM SYNDICATION
TV TAPE
(Continued from page 36)
cial leaves the producer's hands.
The agency owns all tape recorded
during its production sessions, as
well as all materials prepared in con-
nection with the commercial.
Three copies of each commercial
are to be delivered by the producer:
the master, the air copy and the
standi))' print. And they are so
marked.
Other areas covered by the con-
tract are quality, approvals in pro-
duction, changes, deliveries, coding,
payment, performers and musicians
and their production and use fees,
title and limitations, storage, warran-
ties, SAG, AFTRA and other union
codes, ownership of rights and as-
signment, terminations, and publicity
and laws.
The production contract sheet de-
tails the number of commercials to be
made, client, products and total
price. Each commercial is coded,
specified as to length, color or mono-
chrome, production date and whether
final sound track will include music.
It also grants the agency duplicating
rights.
The talent report sheet includes
agency code, performer's names, so-
cial security numbers and legal ad-
dress, parts played, talent class, num-
ber of sessions on and off camera and
fees paid by producer. This last item
includes rehearsal, wardrobe and
nverscale fees. There are more than
10 talent classes defined: actors, an-
nouncers, singer solo or duos, singer
groups, dancer solo or duos, dancer
groups, models, sound effects, extras
and contractors. ^
MAXWELL HOUSE
(Continued from page 39)
New Yoik, for example, Maxwell
House starts this week with 25 seg-
ments per week in WNTA-TV's new
IVews Break format calling for five
90-second newscasts nightly (allowing
for a sponsor billboard and 20-second
commercial) . Also running in New
York: sixteen 60s per week on
WPIX, plus other spots.
On 1 October alternate week spon-
sorship of Zane Grey Theatre (with
S. C. Johnson) gives the new com-
mercials their first network exposure.
The spot schedule continues with the
same weight.
(Please turn to page 53)
50
SPONSOR • 26 SEPTEMBER 1959
ALL
Thousands of W-E-L-Islaaiers tuns in to 960 for Yale foot-
ball! And WEXiZ keeps 'em coining lack all week-all year
-for good music and news, and great sports coverage. WELI,
the Sound of Hew Haven, has the audience yen must reach,
to attract volume- sales throughout South Central Connecticut
and Eastern long Island! Sail BIO W-E-L-Island!
WELI • 960 • 5000 WATTS • New Haven
H-R Representatives, National Harry Wheeler & Co., Boston
SPONSOR • 26 SEPTEMBER 1959
51
4TH LARGEST
TV MARKET IN
TEXAS WITH
152,600 TV Homes...
20 Prosperous Counties
and .Parishes
SHARE OF AUDIENCE
60
55
50
Mar.
1958
ARB
Nov.
1958
ARB
Jan.
1959
ARB
April
1959
ARB
BEAUMONT
PORT ARTHUR
ORANGE
BUY THE
HOT SPOT STATION
KFDM -TV
CHANNEL 6
'A
KFDM -TV
Beaumont-Port Arthur-Orange
C. B. Locke, Executive Vice President
& General Manager
Mott Johnson, Sales & Operations Manager
' r Peters-Griffin-Woodward, Inc.
SPONSOR • 26 SEPTEMBER 1959
Louisville
. Newspapers
Announce...
CONTINUITY-
| * Frequency- volume
discounts up to 13%
* Available in
1 3-week cycles
* Allows hiatus of up
to 4 weeks per year
' • Allows multi-
product combinations
* No increase in
existing rates
* Rates guaranteed
for term of contract
Get the full C-l-D
story from your
BRANHAM COMPANY
representative
The Louisville Times
Hot Springs, Ark.
Pop. 33,800
is larger than
Midland, Texas
Pop. 64,700
in General Merchandise Sales
La Crosse, Wise.
Pop. 79,700
in Drug Store Sales
Sheboygan, Wise.
Pop. 91,900
in Apparel Store Sales
Ask Us "Why"
KBHS
5000 watts at 590 kc
113 Third St., Hot Springs, Ark.
E-TV
DOMINATES
CENTRAL NEW YORK
WSYR.TV ALONE DELIVERS 44,287
MORE HOMES THAN ITS COMPETITOR
WSYR.TV AND ITS SATELLITE,
WSYE-TV, DELIVER 73,089 MORE
HOMES THAN ITS COMPETITOR
'All figures NCS No. 3 weekly circulation
MAXWELL HOUSE
I Continued from page 50 )
During development of the cam-
paign, OBM had another ball in the
air for Maxwell House. Last June,
a new .Maxwell House Western Blend
was introduced in Denver and Seattle.
The interesting point about the West-
ern Blend campaign is its complete
lack of similarity to the "Tastes as
good as it smells" pitch.
Copy reminds western coffee drink-
ers of their preference for stronger
coffee and highlights this feature of
the brand with commercials geared
to campfire scenes, lightning and a
theme. "Hot as fire, black as night."
Packaging departs from traditional
Maxwell House blue with a fiery red
can. Outdoor and newspapers arc
tied into the introduction.
And what next? While tv continues
as the major medium for Maxwell
House east of the Mississippi, in some
southeastern markets radio is used.
The sound and musical score has been
transferred to the 60-second radio
commercials intact.
Research is continuing both in the
western and eastern markets to ascer-
tain if further refinements in execu-
tion of the national and Western
Blend advertising are needed. ^
wtli • smtvsi, t. • 100
Phi VSYE-TV chMMl II ELMUU.N.Y.
C.« »». f.ll I'— HARRINGTON, RIGHTXK ft PARSONS
MERKEL
{Continued from page 42)
first selling to grocery stores and
chains, the second to butcher stores
and delicatessens), Merkel has a retail
division of 52 owned and operated
outlets. "Several outlets are in or
near Negro areas," says Stiefel. "We
have noticed that as high as 50% of
the customers in stores near Negro
areas are Negroes. It seemed we were
missing a big bet in not directing our
advertising especially to this market."
Sports programing. Ever since Mer-
kel first turned to radio five years
ago to reach more segments of the
market, it has used a sports feature
as one of its mainstays. Merkel spots
before and after Yankee baseball
games on WMGM's IFarrnup Time
and Sports Extra are designed to:
• Increase brand consciousness
among men. Hartman points out that
ham is a product with high male
brand awareness because it is largely
a flavor proposition.
• Reach a high percentage of wo-
men in the bargain. Women form a
large part of today's sports audience
SPONSOR • 2G SEPTEMBER 1959
53
(see SPONSOR, 21 March 1959. pg.
311. and Merkel feels it's necessary
housewife audience is not overlooked
in this- buv. In fact, to test female
listenership and interest, Merkel has
used mail-in tests from time to time
consisting of recipe offers. "Re-
sponse."' says Stiefel, "is probably not
what }ou'd expect from a homemaker-
type show, but it is always sufficient
to indicate a substantial audience."
• Reach kids ivith a consistent pat-
tern. Identification with the baseball
feature has helped Merkel get an early
start on the kid market (till two years
ago. the segments surrounded the
Dodger games) . "Because it's a t\ pe
of programing we know will always
be around,"' says Hartman. "sports
gives us a consistent image that can
get brand loyalty early. Our listen-
ers of four and five years ago are
food purchasers today, of course."
News. Merkel runs 20 spots per
week adjacent to newscasts on WOR.
These are slotted during the day for
two reasons: (1) reaching the house-
wife, (2) attention factor, which
Stiefel considers high during news.
Disk jockey shows. Merkel has
eleven 60-second participations per
week on WINS. Stiefel considers disk
jockey shows a "combination audi-
ence" buy, wrapping up the pin-
pointed buys. He rounds out the
schedule with Ted Brown and Peter
Tripp shows on WMGM.
Classical music. Merkel doesn't
overlook the "quality" audience per
se. goes after it wth a regular schedule
of 31 participations per week on
WQXR, classical music station and,
occasionally, WPAT (Paterson, N.J.),
which maintains a largely serious
music format too.
Copy also varies, of course, by
season of the year — pork products
being a prime example of a product
calling for seasonal emphasis.
For example, holiday schedules
(which run from Thanksgiving
through New Year's and do not pin-
point any particular clay copy-wise)
are not confined to pushing ham
alone. Other products mentioned are
mentioned for a reason, however. For
example, sausage. Says Stiefel,
"There's more than one big day in
this period, and if a turkey's going to
wind up on the table, sausage com-
mercials can serve as a reminder that
this product is an excellent stuffing."
Using this media and copy strategy
for five years, Merkel has increased
its sales 30/f. Its media breakdown
is prettj well established: radio,
50/< ; transportation cards, 20/? ;
newspapers, 109? ; trade ads, promo-
tions, point of sale material and ad-
vertising production costs, 20??.
However. Merkel's advertising and
merchandising reach doesn't stop
with its own media buying, promo-
tion and sales force efforts. In fact,
Merkel has developed a technique
(which many advertisers are studying
with interest) of doubling its adver-
tising and merchandising impact
through promotions with other prod-
ucts. One example is a joint Yankee
schedule distributed in supermarkets
by Merkel and Mrs. Wagner's Pies
(a Hartman client also participating
in the WMGM baseball warmup and
roundup segments).
But a more significant and involved
tie-in was the recent "beer and knock-
vvurst festival" promotion with Knick-
erbocker Beer (through Compton).
Next week SPONSOR will look at this
promotion in detail as part of a case
study of Knickerbocker's tv merchan-
dising strategy. 4r
Selling the Rochester, New York, market
SVMBOL OF SERVICER I
•«Sf
TRANSCONTINENT STATION
DETROIT'S BIG THREE
(Continued from page 34)
2. Changes in media thinking:
With Detroit poised for a plunge
into a new era, broadcast media
should ho thinking along similar
lines. There is no doubt tv can
supply the "emotional" appeal which
seems to sell cars today. '"1 was driv-
ing along the highway the other day,"
an adman said, "when I saw — out in
front of an auto dealer s— a car with
three plastic balloons flapping out-
side the window. I didn't need to
recognize a car name or insignia:
I'd seen the whole scene reconstructed
often before on tv. The balloons
said, "This is Renault.' "
Renault tv commercials this year
have stressed the fun of driving this
particular car, and the balloons gaily
flying have accented this fun. Re-
nault, incidentally, is one of the for-
eign brands that have stolen a lot of
thunder from the Big Three's share
of market. Tv has become so im-
portant in its thinking that it has
split agencies, retaining Needham,
Louis & Brorby in Chicago to handle
its print, but giving to Kudner in
New York its air media budget.
Color tv is becoming another fac-
tor in Detroit's changing views on
media. \\ here once automotive!* leaned
toward national magazines because
they could offer color plates, the) are
now asking tv for more color. Just
about all the network tv this season
bought by automotive* is being tele-
cast in color to show off their ears to
the best advantage. "1 wonder." re-
marked one adman, "how many local
auto dealers have had the foresight
to install color tv sets in their show-
rooms and invite prospects in to
watch?"
Another thing that the Big Three
have learned through bringing out the
compact, economy cars this fall is their
consumer target. Basically, tbev are
appealing to the elderly, the newly-
weds and the low and middle-class
income groups. Air media has demon-
strated its ability to bit such targets.
3. Changes in advertising copy:
As mentioned before, tv has proved
it can handle an emotional appeal:
radio can do a similar job along with
delivering reminders. The old ''nuts-
and-bolts'' advertising of automotives
which stressed horsepower and me-
chanical attributes gave wav to an
era where interior »lj ling and flashy
tail fins were emphasized as an appeal
to the detail >i<le. Now it would ap-
pear that, with the introduction of
the smaller ears, the cop\ appeal w ill
hit ecoiiomj of performance and the
sheer fun of driving a car that
"doesn't drive \ ou." (There will be
,-ome interesting sidelight battles for
awhile on the rear engine I Corvair
I-; the onI\ I .S. car with one) and
the engine in front { Falcon and
Valiant have this). But this copy
battle will probabh fade away before
the greater approach of fun on the
road. It can be expected that Stude-
baker-l'aekard's Lark w Inch comes out
this year with the onh convertible in
I'.S. small cars ( the\ re more expen-
sive due to more handwork and so
other small car> are avoiding them )
will carry the "fun" theme to a fare-
thee-well. At any event, as the fun
idea builds, tv will be used to demon-
strate the fun. radio to personif) it
with happ\ jingles.
Another trend, which should prove
a boon to spot tv. may be the use of
shorter commercials for the shorter
cars. Rambler, for example, has
{Please lum to page 58)
GREATER COVERAGE in the thriving 13-councy market surrounding Rochester, N. Y., is just one important reason
why more and more advertisers select WROC-TV for successful selling campaigns and new-product tests. In this rich
Western New York area, with its heavy concentration of highly skilled industrial and specialized agricultural workers, more
than a million people spend over $2 billion a year for products and services.
According to Nielsen (NCS #3), WROC-TV— celebrating its tenth anniversary this year— provides advertisers with
considerably greater coverage of this two-channel market than its competitor. Using a standard 25% cut-off point (based
on number of TV homes in a county that view a station at least one night a week), NCS #3 shows the competitive channel
adequately covering only seven of the 13 counties reached by WROC-TV.
In terms of viewer homes reached daily, this means WROC-TV delivers to advertisers 42% more coverage in the daytime
...31% more coverage in the evening.
For information about specific availabilities and how you can reach more adults on WROC-TV, Rochesters first and
most powerful station, call your Petry television representative.
NBC-ABC • CHANNEL 5 • ROCHESTER
WGR.TV, W0R, Buffalo, N, Y. • WROC-TV Rochester, N. Y s » WNEP-TY, Scranton— Wilkes-Barre, Pa.
WSVATV, WSVA* Harrisonljurg, Va. • K?M&-TV KFMB, San Onega, Calif. » KERQvTAf Bakersfteld, Calif.
As criticism off ratings continues, SPONSOR ASKS:
With what would you replace
the rating system?
Agency, research and broadcast
men discuss ratings' limitations,
tell what would be a better ap-
proach to audience measurement
Myron A. Mahler, sr. r.p. and creative
dir. of air media, Mogul Williams & Savior,
Inc., New York
I would never suggest that the rat-
ing services have outlived their use-
fulness, but they must be placed in
proper perspective as only one of the
comprehensive
audience
composition
measurement
inter-related factors that form the
basis of our total judgment.
One of the most vital failings of
the rating services is in their lack of
a qualitative evaluation of an audi-
ence. We're informed of the total
number of sets tuned in to a program.
But what is far more important to
an advertiser is: how many people
did the commercial reach?
Where the rating services have
failed also is in their inability, cither
by virtue of prohibitive costs or for
other reasons, to supply documented
facts relating to the make-up of an
audience. Sure, one program will gar-
ner a 30 rating. But what I want to
know is: what does the 30 represent?
If 20 points of the 30 rating stands
for aging matriarchs, too feeble to
"rush down to the corner supermar-
ket." 1 want to know about it. Con-
versely, if a 15 rating means that a
sizable portion of the audience is
composed of medium-income groups
with high-level purchasing power. I
want to know that, too.
If we concede that the rating serv-
ices are not equipped to provide this
information — and it's time the con-
cession was made — we must look else-
where. The problem is — where?
To gain a well-rounded picture of
audience composition, MW&S has
relied on research to supplement the
rating information. Not just surface
research, hut hard-core investigation
of how effective a program, or a com-
mercial, is at the crucial sales level.
For one of our accounts, Knomark,
Inc. (Esquire shoe polishes), we've
been conducting a continuous re-
search program in 20 cities for several
years. Without revealing mechanics
of the program, I can state that we've
learned more about a sponsored pro-
gram or a commercial campaign via
our own research than we have from
the available ratings.
The only solution, as I see it, is a
concerted effort by broadcasters,
agencies, and advertisers ... a jointly
financed program of cooperation to
underwrite the cost of developing a
totally new kind of comprehensive
measurement that would provide us
all with the "who" of the audience as
well as the "how many."
J. J. Hartigan, sr. v.p., Campbell-Etvald
Co. inc., Detroit
Without directly criticizing the cur-
rent rating systems — which involve a
lot of sincere effort, I'm sure — I
would like to point out what the Audit
Bureau of Circulation has done for
the media man.
Before this organization was estab-
lished, circulation figures were a mo-
rass of conflicting statistics, claims
and counter-claims. The media buyer
was forced to fall back on experience
Perlwps an
impartial
controlling
organization
and judgment with few irrefutable
facts to support his opinion.
The situation today has vastly im-
proved. ABC figures are completely
reliable. The media man has time to
devote himself to the specific market-
ing problems of his product and ar-
rive at solutions that make media
huying the science it has become.
Noteworthy, I think, is the consti-
tution of the ABC as an independent,
non-profit operation. It is controlled
by a board in which publishers, ad-
vertisers and agencies have a voice.
It is impartial and has contributed
a real measure of dignity and integ-
rity to the advertising profession.
¥>
Paul Evans, national sales mgr., WIP,
Philadelphia
In the print field the choice is rela-
tively simple. Magazines and news-
papers are designed to reach a partic-
ular facet of the market, i.e., the city
audience, the rural audience, the teen-
age girl, the mature woman, etc.
But, in broadcasting, the problem
becomes infinitely more difficult. The
Station
ability to sell
merchandise
should be guide
composition of the audience delivered
by any radio station is heterogeneous.
All too frequently, the national ad-
vertiser and his agency buying in
various markets, throw up their hands
in despair at sorting out the audience.
They seem to settle for a basic belief
■that the more people they reach in
any given quarter hour, the more peo-
ple will react to their message.
The blunderbuss approach is noth-
ing more than an easy way out. All
too often, it is wastefully expensive in
terms of results. It certainly does not
guarantee performance of the type
the advertiser is seeking — sales!
The answer is to give proper weight
to the local acceptance of the station
in question. Look for the station
which has good local acceptance by
the merchants of the community. Lo-
cal merchants do little institutional
advertising. They seek to sell goods
56
SPONSOR • 26 SEPTEMBER 1959
and they are able lo determine, al-
most immediately, the results of their
advertising. The .station to which
they give local acceptance is the one
which can perform the prime func-
tion of its existence for the advertiser
— move merchandise!
Briefly, then, why can t actual per-
formance of the station's ability to
sell merchandise be the guide, rather
than characterized primarily b) their
wide divergence of results?
Dr. Charles West, pres., Resin Re-
search Co., Newark
Up until the present time the only
method of the determining the num-
ber of eonsumer-viewers that were
watching a given tv show had been
the rating sen ices. My associates and
I have invented a device which, I
think, will lend a far more scientific
approaeh to the field.
Our deviee is an electronic machine,
which can be set up in some 200 ke)
Electronic
device to
determine
results
network cities at point of sale loca-
tions. The machine looks like an
open voting booth with buttons list-
ing nationally advertised products
that sponsor tv shows, and questions
pertaining to these products. The
consumer will be given an induce-
ment such as a tag which will come
out of the machine, listing a number
with prizes to be awarded to the
holder of the winning number. Each
da}, at central headquarters, a na-
tional number will be drawn, there
will be one winner of fabulous prizes,
in each city. The machine will con-
tain the following questions:
1. What product did you bu} to-
day?
2. Why did you buy this product?
3. How did )ou hear about it?
4. Do you like the sponsor's tv
show ?
5. How long did }ou watch the
program prior to purchase?
As researchers on various projects
for Standard Oil Of \e\v Jersey, Ar-
mour & Co., and the U. S. govern-
ment, we feel that this device is as
workable and more useful than the
current rating systems. ^
SPONSOR • 26 SEPTEMBER 1959
You score every time on WLUK-TV
r
as*
2k
J>. --■->•
You score every time on WLUK-TV, the most powerful TV station in Wisconsin's wealthy
Green Bay — Fox River Valley market. WLUK-TV reaches more than 1,500,000 persons
in 53 counties in Wisconsin and Michigan. Want results? Then you gotta have 'LUK !
WLUK TVl a I CHANNEL 11
and Fox River Valle
- Joseph D. Mackin, general manager
^ Represented Nationally by Geo. P. Hollingberry. In Minneapolis see Bill Hurley.
EXTRA! Get both WLUK-TV and WL.UC-TV, Channel' 6~ -Upper Michigan's ONLY
.TV station, with one buy. Check with Hollingberry for the full story. --
DETROIT'S BIG THREE
(Continued from page 55)
found it can do well with quickie
commercials, uses them in conjunc-
tion with some longies.
4. Changes in marketing:
George Ronnie) . head of American
Motors who pioneered the recent
U.S. trend to small car production
with Rambler, estimates that by 1965.
half of all cars sold will be compact
ones. If his estimate proves correct
or nearly so. then it will mean that
brand lines will be sharply divided
between compacts and larger "status
symbols" just as the soap industry
has divided its product Hue between
soaps and detergents. An) such move
demands new marketing strategies,
new ad approaches to reach both ex-
tremes of the consuming puhlic. No
longer will it he reasonable to expect
a single brand car to run away with
the entire market. The flexibility of
air media will be well suited to han-
dle such diversification.
What has already been apparent
in the automotive business is that the
concept of seasonal buying peaks lias
become passe. Today, with bigger
and better highways which make
motoring relatively comfortable in all
weather, cars are bought when need-
ed — not just in fall at new model time
and in spring for summer touring.
This new concept can well spell out
more consistent, year-round air cam-
paigns.
The changing — or what appears to
be changing — role of the local auto
dealer in his relation to Detroit is
another factor that broadcasters and
advertisers should watch closely. He
is no longer the recipient of big co-op
donations from the factory, but
neither is he as completely under
their heel as he once was. This does
not mean he is as autonomous as he
might like to be (it is possible some
Dodge dealers who must give up
Plymouth to handle the new Dart
may, for example, be slightly less
than happy), but he is gaining
stature in his community and in the
Motor City. As the product lines of
Detroit become further diversified
(more compact cars are in the offing
for all the Big Three), the power of
the local dealers is likely to increase
still more. With this in sight, broad-
cast media cannot afford to neglect
them and their dealer organizations
in pitches. The strength of air media
is still at the local level, and the
dealers are a direct pipeline to the
strategy-makers in Detroit. ^
IN NORTHERN CALIFORNIA
« KHSL-TV «
CHICO, CALIFORNIA
Represented Nationally by:
AVERY-KNODEL, INC.
SPONSOR • 26 SEPTEMBER 1959
ADVENTURES
IN...
music
news
ideas
thought
sound
ADULT RADIO
DIAL 10 or 100 william v. stewart, president
NATIONALLY: DAREN F. McGAVREN COMPANY, INC.
MORE OF YOUR SIOUX CITY CUSTOMERS ARE WATCHING KVTV
Whether it's mid-morning or 4:00 P.M.* when the KVTV Players stage one of their special production intros
to the "My Little Margie" show. Such quality programming results in more viewers.
No matter what time it is right now, call your Katz man. Ask to see his latest ARB which proves why KVTV
is the best buy in Sioux City.
*The KVTV Players feature Roland King and are directed by Jim Henry. These talented players are available
for the production of special "live spots" to add "more sell" to your sales message, thus increasing the sale of
your product in Sioux City.
HERE'S
the place to look for
BUSINESS
TALLAHASSEE
T H O M A S V I L L E
SPOT TV'S TOP lOO
the bright spot in your
sales picture . . . WCTV-
can make it brighter!
With the great CBS programs,
plus top ABC -TV shows,
WCTV provides standout
service to a most responsive
market. In the entire U.S.,
Tallahassee stands fifth in re-
tail sales per household.*
For many leading brands,
the Tallahassee - Thomasville
Market deserves and gets
strong spot schedules. A siz-
able market - over 225,000
families — 52 counties — effec-
tively covered by WCTV. Get
the complete picture from
Blair Television Associates.
'''Annual Survey of Buying Power,
1959.
WCTV
TALLAHASSEE
C^A/f THOMASVILLE
^S'a John H. Phipps
Broadcasting Station
BLAIR TELEVISION ASSOOIATES
National Representatives
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
Procter & Gamble .
Adell Chemical
Colgate-Palmolive ...
General Foods
Lever Brothers _
Cont. Baking
American Home Prods
Miles Laboratories
Warner-Lambert Pharma...
Brown & Williamson
Borden
Kellogg
J. A. Folger
International Latex
Texize Chemicals
Revlon
Philip Morris
Ford Motors, Reg. Dlrs. ...
R. J. Reynolds Tobacco ...
Bristol-Myers
Corn Products
Anheuser-Busch
Carter Products
P. Lorillard ....
General Mills _
Coca-Cola Bottlers
Avon Products ... _
Standard Brands _
Robert Hall
Andrew Jergens
Sterling Drug
Pepsi-Cola Bottlers ..
W ard Baking _
Lanolin Plus
American Tobacco
Welch Grape Juice —
Pam Enterprises
Food Mjgrs
Gen. Motors, Reg. Dlrs. ...
National Biscuit
Ruppert Brewery
Drug Research Corp
Liggett & Myers Tob
Pabst Brewing
Carling Brewing _
Gillette _
Purex Corp
Wesson Oil & Snow Drift
Shell Oil ....
Cont. Wax
$11,764,800
51.
4,581,700
52.
3,839,100
53.
3,831,700
54.
3,276,400
55.
2,801,000
56.
2,348,300
57.
2,004,300
53.
1,990,200
59.
1,889,200
60.
1,739,200
61.
1,662,600
62.
1,463,300
63.
1,409,100
64.
1,345,800
65.
1,323,000
66.
1,301,900
67.
1,191,300
68.
1 1 O n cnn
l,lo9,oUQ
69.
1 ICO Oftfl
70.
1 1/in onn
i,i4u,yuu
71.
1 100 Al\l\
72.
i iic nnn
1,11 D,UUU
73.
1 i m /inn
1 , 1 U/,4UU
74.
1,098,300
75.
962,700
76.
949, OUU
77.
943,900
7ft
QQ/t Rfifi
JUU
O / u,*tUU
on
ocn onn
00b, ZUU
OU.
oca enn
81.
82.
Q/to inn
o4z,/UU
799,700
83.
84.
793,200
85.
738,200
86.
729,000
. 87.
727,500
88.
725,700
89.
707,500
90.
703,000
91.
683,000
92.
679,500
93.
679,400
94.
670,600
95.
664,200
96.
663,100
97.
657,100
98.
634,500
99.
617,100
100.
Tidewater Oil .. ._..$ 612,500
B. T. Babbitt Co. .. 611,800
Norwich Pharmacol 601,900
Falstaff Brewing 589,900
Sun Oil 585,400
Theo. Hamm Brewing .... 582,200
Pharma-Crajt 573,000
Hertz _ 542,100
American Motors 541,100
Helena Rubinstein _ 530,000
S. O. Co. (Calif.) 527,900
Parker Pen _ 516,200
Sonny Boy 507,900
Wrigley _. 495,900
Esso S. O. _.. 481,000
U. S. Rubber 472,500
Exquisite Form _ 470,900
U. S. Borax & Chem. _ 465,300
Alberto-Culver _ _ 461,300
Ralston-Purina 461,100
Uelene Curtis _ _ 457,700
Assoc. Products 455,500
E. F. Drew Co. .„ 448,800
S. O. Co. (Ind.) 422,400
American Chicle 440,600
Natl Cranberry Assoc 439,200
Dujjy-Mott 439,100
Schlitz Brewing 437,800
Atlantic Refining 435,900
Revere Camera 432,200
Chock-full -o Nuts 421,500
Wilson - ~ 421,300
M. J. B. Co 418,700
Armour - - 418,400
Max Factor 416,700
Safeway Stores 408,800
S. C. Johnson 393,300
American Bakeries 391,300
Pacific T. & T 388,600
Ballandne .~ 383,500
Chrysler, Reg. Dlrs _ 381,200
Glamorene - 376,000
Salada-Shirriff-Horsey 375,600
Bon Ami 368,900
Dr. Pepper Bottlers 366,500
Interstate Bakeries 358,200
National Brewing 356,900
Block Drug 356,300
Beech-Nut Life Savers 345,600
Philco - 354,200
SPONSOR • 26 SEPTEMBER 1959
PAIR OF POWERHOUSES . . .
In Football: The Big Red of Oklahoma University!
In Southwest Advertising: KRMG, Tulsa !
At&AIG- SO.OOO WATTS
TULSA. OKLAHOMA
OS MV/M CO/VTOUR 740X0.
KANS.
O K LA HOI7IA
TEXAS
VI O.
ARK.
You certainly call the right play when you back
your line with Regional KRMG, Tulsa. KRMG's
power-packed 50,000 watts on 740 serve a loyal
audience in 5 states which spends $2,740,000,000
annually.
24 hours every day, people tune to KRMG for bal-
anced programming. Pick a powerhouse — pick
KRMG, CBS for Tulsa and all Oklahoma.
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
TULSA
KCMO
WHEN
KPHO
WOW
KRMG
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co.
— BlaiKTV
John Blair & Co,
Meredith Stations Are Affiliated With
BETTER HOMES & GARDENS • SUCCESSFUL FARMING Magazines
SPONSOR • 26 SEPTEMBER 1959
61
TELEPUI
-SE
RATINGS: TOP SPO"
Top 10 shows in 10 or more
markets: 18 June-15 July lyiy
TITLE, SYNDICATOR, SHOW TYPE
National
average
7-STATI0N
MARKETS
5-STA.
MARKET
4-STATION MARKETS
N.Y,
L.A.
Seattle
Chicago Detroit Minpls. St. Louis San Fran. Wash.
Atlanta Bait. Boston Buffalo Cine.
Highway Patrol
ziv (Adventure)
1 5.5
9.7 6.9
wrca-tv kttv
7:00pm 8:00pm
12.4 6.7
wrca-tv krca-tv
]0:30pm 10:30pm
1 6.9
komo-tv
6:30pm
1 2.5 1 4.9 1 5.9 1 3.5 1 0.5
wgn-tv kstp-tv ksd-tv kron-tv wtop-tv
9:30pm 9:30pm 9 :30pm 6:30pm 7:00pm
18.9 13.8 18.9 11.2 21.
waga-tv wmar-tv wbz-tv wor-tv wkrc-!
9 :00pm 7 :00pm 7 :00pm 7 :00pm 10:30,;
Mike Hammer
mca (Mystery)
1 5.2
16.9
klne-tv
10:00pm
11.5 12.4 13.5 14.9
wgn-tv k* il - tv kron - 1 v wre- tv
9:30pm 10:00pm 10:30pm 10:30pm
12.5 15.2 14.4 21.J
wlw-tv wnac-tv wgr-tv wkre-t
10:30pm 7:00pm 10:30pm 9:00pi
Sea nunr
ziv (Adventure)
1 A A
14.4
6.7 8.4
wabc-tv krca-tv
10:30pm 10:30pm
15.2
king-tv
10:00pm
19.5 14.2 16.2 16.2 8.5
wnbq-tv wtcn-tv ktvi-tv kron-tv wmal-tv
9:30pm 9:00pm 9:30pm 7:00pra 10:00pm
12.9 4.0 14.9 20.0 9.5
wsb-tv wbal-tv whdh-tv wkbw-tv wkre-t
7:00pm 10:30pm 10:30pm 10:30pm 7:30pi
Ueatrt Valley ways
u.s. borax (Western)
14.2
10.2 9.4
wrca-tv krca-tv
10 :00pm 7:00pm
15.5
king-tv
9:00pm
11.5 14.5 17.2 11.5 10.5 10.9
wgn*tv wwj-tv weco-tv ktvi-tv kpix-tv wrc-tv
9:30pm 7:00pm 9:30pm 9:30pm 10:30pm 7:00pm
12.9 18.3 13.5 14.9 13.J
wsb-tv wjz-tv wbz-tv wben-tv wkre-t
7 :00|im 7 :30pm 10 :30pm 7 :00pm 7 :00pi
Macrvenzie s riaiaers
ziv (Adventure)
13.3
4.7
webs-tv
8:00pm
10.5
komo-tv
9 :30pm
17.9 12.5 14.5 8.5 6.2 9.5
wnbq-tv wxyz-tv kstp-tv ktvi-tv kplx-tv wtop-tv
9 :30pm 7 :00pm 9 :30pm 10 :00pm 8 :00pm 7 :30pm
14.2 11.3 10.2 11.3
wsb-tv wbal-tv wben-tv wkve-t
7:00pm 10:30pra 7:00rmi 7:00pr
\j. 3. rviarsna.
nta (Western)
1 3.2
13.2
wrca-tv
10:30pm
3.2
ktnt-tv
8:00pm
8.3 16.5 12.2 9.9 14.5 12.2
wbkij-tv wwj-tv kstp-tv ksd-tv kron-tv wrc-tv
9:00pm 10:30pm 10:30pra 10 :00pm 7:00pm 10:30pm
15.4 5.0 15.9 6.9 1 5.1
waga-tv wha]-tv wnac-tv wkbw-tv wepo-t]
10:30pm 10:30pm 10:30pni 9:30pin 9:30prl
Flight
rngnr
cnp (Adventure)
13.1
12.2
king-tv
9:30pm
4.9 13.5 4.9 6.2
wpn-tv kstp-tv ktvu-tv wrc-tv
8 :00pm 9 :30Dm 7 :30pm 6 :00pm
10.9 22.5 9.9 9.9 1 lA
wagi-tv wjz-tv wbz-tv wgr-tv wepo-t|
8:00pm 10:00pra 4:30pm 10:30pm 10:30pl
Rescue 8
screen gems (Adventure) j
12.5
3.4 8.2
wabc-tv krca-tv
10:30pm 7:00pm
AJL.KJ
king-tv
9:30pra
7 O lOO llO
/.X 14,31 x.y 1 1 .y
wgn-tv wcoo-tv ksd-tv kron-tv 1
8 :30pm 7 :30pm 9 :30pm fi :30pni
1*» C JL Q I ft C lift 1 A t
wsb-tv whal-tv wnac-te wgr-tv wlw-|
10:30pm 7:00pm 7:30pm 7:30pm 10:30pi
Twenty-Six Men
abc (Western) !
12.2
1.9 6.2
wpix krca-tv
9:30pm 7:00pm
12.5
komo-tv
6:00 pm
13.2 14.2 9.9
wgn-tv wxyz-tv wmal-tv
8:00pm 7:00pm 6:30pm
8.0 17.5 15.2 11.9
wlw-a wbz-tv wgr-tv w]w-t
6:30pm 7:00pm 10:30pm 7:00pn
Colonel Flack
ess (Adventure)
12.0
12.5
king-tv
9:30pm
6.5 11.5 13.5 10.2 7.9
whkh-tv wwj-tv ksd-tv kron-tv wrc-tv
9:30pm 7:00pm 9:30pm 7:30pm 7:30pm
14.9 6.5
wben-tv wkrc-t$
7:30pm 7:00pB|
Top 10 shows in 4 to 9 markets
If You Had A Million
mca (Drama)
14.7
8.4
wrca-tv
7 :00pm
13.2
wsb-tv
10:30pm
Badge 714
cn p (Mystery)
12.5
6.4 11.9 10.2
wnbq-tv kstp-tv wttg-tv
10:00pm 10:30pm 7:30pm
10.9
wmai-tv
6:30pm
Target
«* (Adventure)
12.0
3.4
wabc-tv
10:00pm
16.2
king-tv
9:00pm
5.7
weco-tv
10:30pm
25.5 8.9
when-tv wkre-tv
9:30pm 7:00pm
Kit Carson
mca (Western)
11.4
7.2
king-tv
5:00pm
7.2
wtcn-tv
4:30pm
8.9
wcpo-tv
6:00pm
Casey Jones
screen gems (Adventure)
11.1
7.5 4.2
wgn-tv wtcn-tv
7:30pm 5:00pm
11.5 8.5
wbz-tv wgr-tv
6:15pm 6:00pm
1 Search for Adventure
bagnall (Adventure)
11.0
4.2
kcop-tv
7:00pm
6.9
wttg-tv
7 :30pm
13.2
wlw-t
7 :00pm
Honeymooners
«s (Comedy)
10.9
2.0
wpix
10 :30pm
9.2 2.9 12.2
wwj-tv kmsp-tv kron-tv
7:00pm 8:30pm 6:30pm
18.5
wnac-tv
7:30pm
Man Without A Cun
nta (Western)
10.8
6.7
kttv
8:00pm
4.0 7.9 4.5
kmsp-tv ktvl-tv ktvu-tv
7:00pm 10:00pm 7:30pm
11.2 11.4
wsb-tv wkbw-tv
7 -.30pm 10:30pm
Cray Chost
«s (Adventure)
10.7
4.5 7.5 9.9
wxyz-tv kgo-tv wrc-tv
11:00pm 10:00pm 7:00pm
Code Three
hal roach (Adventure)
10.6
13.2 6.5 3.8
wjbk-tv kplr-tv wmal-tv
7:30pm 9:30pm 11:00pm
16.8
wjz-tv
7:30pm
Divorce Court
guild (Drama)
10.6
7.4
kttv
9:00pm
19.3
klng-tv
9:00pm
4.2 13.8 4.6 15.2
wgn-tv wjbk-tv weco-tv kron-tv
10:00pm 7:00pm 11 :00pm 6:00pm
9.4
whdh-tv
10 :00pm
31 LM SHOWS
1 V QTATIHM
■ i-3 i n i lun m An i\ t I 3
2-STATION MARKETS
"1 Col. Milw. New Or. Phlla.
8irm. Dayton Prov.
IlJ 19.9 24.2 16.2 12.0
1 wbns-tv wtmj-tv vvdsu-tv w-rcv-tv
I S :30pm 9:30pm 10:00pm 10.30nin
20.3 21.5
wbrr-tv wjar-tv
9:30pm 10 30nm
ill 19.5
wwi-tv
16.0 26.0
wapi-tv whio-tv
U :30pm 8:3(»pni
?J 17.9 13.5 21.9 16.0
w*ns-tv wisn-tv wdsu-tv wfil-tv
' m 7:30pm a. OOpm 0:30pm 7:00pm
21.8 15.3 15.3
,vbrc-tv whv-d wpro-tv
9 30pin 10:30pm 7 OOpm
HI 20.2 11.5 16.2 16.9
1 wbns-tv wisn-tv wdsu-tv WTcv-tv
1 9:30pm 0:30pm 6:30pm 7:IM)pm
15.8 18.5 12.3
wbrc-tv whv-d wjar-tv
1 0:(M>pm 7:00pm 7:n*(Jpm
111 13.9 15.9 21.9
I wbns-tv wisn-tv wwl-tv
1 7:30pm «'30pm 7:30pm
23.8 19.3
whrc-tv wlw-d
X :30pm 7. OOpm
S.1 23.5 17.9 12.5
1 wtvn tv wdsu-tv wfil-tv
)(1 10:30pm 10 OOpm 9:30pm
16.8 18.3 13.8
whrc-tv whiotv wpro-tv
10 00pm 7:00pm 10.30pm
l\ 8.2 24.2 16.5 17.5
-1 wlw-c wtinj-tv wdsu-tv wfll-tv
ill 10:30pm 9:30pm 9:30pm 9:30pm
23.3 11.3
whio tv wprr>-tv
8:30pm 7:00pm
4.1 11.9 21.5 13.2 14.5
:>■ wtvn- tv u-tnij-tv wwl-tv wrcv- tv
<1 10 :30pm 8:00pm 6:30pm 7:00pm
15.3 6.3 17.8
wapi-tv whv-d wjar-tv
9.30pm 6:00pm 7:00pm
If 8.9 10.2 14.5
A whv-c wisn-tv tttlsu tv
J 7:00pm 9:00pm 10:30pm
22.8 18.3 10.3
wbrc-tv wlw-d wjar-tv
9:30pm 7:00pru 7 :00pm
1 20.5
J wdsu-tv
li 9:30pm
19.3
whio- tv
7:30pm
' ilk
14.5
u m - tv
7:00pm
20.8 16.8
wbrc-tv whio-tv
li :30pm 10:00pm
14.5
wdsu-tv
10:30pm
21.3
whio-tv
10:30pm
19.0 . 5.5
wisn-tv wcau-tv
9:30pm 3:30pm
19.9
v wfll-tv
.1 7 :30pm
1 1.8
wbrc-tv
11 :30am
15.5
ndsfu tv
n 6:00pm
18.0
wlw-d
7:00pm
16.2
wbns-tv
S :30pm
14.3
wlw-d
7:00pm
13.2 10.9
wbns-tv wicv-tv
7:30pm 7:00pm
18.3
whio-tv
7:30pm
13.5 18.9 1
ulw-c wwl-tv
6:00pin 10:00pm
18.8
whio- tv
7:00pm
20.8
wbrc-tv
7 :00pm
tv
n
— . L r* rt ".\ , a , t ;*^ S •
KEPR-TV
darn right
It s big,
Smidley.
'm not talking about square
Check the figures if you must,
ley. You'll find there are more
sales in the Cascade network
iv\ than Dayton, Ohio. More gas
station sales than San Francisco.
And on and on. Then, just remem-
ber, the Cascade four-station net-
work alone reaches the entire mar-
ket and that beats the daylight out
of a four, three or even a two-station
market.
TELEVISION
KIMA-TV »■""■'*"*•■
KLEW-TV lE
KfPP.JY r»sco. iichiand
KBAS-TV MOSES lAKE, WASH
KENNEWICK. WASH
EWISTON. IDA
For facts and Figures:
National Representatives: Pacific Northwest;
GEORGE P. HOUINGBERY Company MOORE 4\ ASSOCIATES
[ Pulse's own. Pulse determines number by meisurinr which it*.
\ ictually received by homes In the metropolitan tret of a flren mar-
iiough station Itself may be outside metropolitan area of the m^ket
63
I
NEWS & IDEA
WRAP-UP
RIDING HIGH since 1922, pioneer station WGY joins Schenectady's sesquice:itennial parade
with Dodge of same year. Driving: Mrs. Pauline Snook, surrounded by WGYers and their children
'IT STARTED WITH A KISS/ new MGM movie, was co-premiered by Cleveland's WHK,
who borrowed $40,000 car starring in picture, added provocative, puctered-up model and posed
both in front of theater and shopping centers. Free kisses (candy, that is) were had by all passersby
64
ADVERTISERS
The NAB's Tv Code Review
Board got heavy newsprint ex-
posure this week for its report
on "sensitive" and personal
product advertising.
The report related that a survey on
audience attitudes toward tv adver-
tising revealed "negative opinions"
that the hoard thought would be of
"great interest to responsible adver-
tisers, their agencies and to broad-
casters."
This challenging comment, noted
the board, has been steadily increas-
ing, and hence the board thought it
would be incumbent upon it to point
out not only the NAB's canons of
good taste but how copywriters could
go about preparing commercials that
would (1) be in keeping with the
code; (2) ease objections from
viewers.
Appended to the report was a "set
of coniinon-sense guideposts," or
. . . AND ENDED WITH ONE for KOIL
space jockey Jim Hummel, warmly welcomed
by Miss KOIL on his return from three weeks
aloft to remind Omaha citizens to drive safely
techniques that tv admeti might avoid
and seek.
Like this one on laxatives:
pw AVOID: Techniques which over-
n- dramatize the discomfort of one re-
nt quiring a laxative, which emphasizes
ial the speed or efficiency of the laxa-
tive, which duplicate the mechanics
d of elimination by charts or props.
SEEK: Techniques which demon-
strate the pleasant after effects of the
91 product, and dramatic settings con-
'(■ nected with places other than the
3 family hath room.
Other products in the report receiv-
•& ing similar "avoid" and "seek" treat-
s' ment were deodorants, depilatories,
it toilet tissue, cold and headache reme-
dies, corn and callous remedies and
foundation garments.
o
Campaigns :
• General Mills and American
Machine & Foundry will launch
this week-end, a major tie-in promo-
tion for bowling. The campaign,
built around a Bowling Champions
jingle contest, will he promoted via
10 million Wheaties packages, and on
network tv via a bowling ihow on
ABC TV, the World Series Pre-Game
show, the NBC College Football Pre-
Gaine show, ABC's Saturday night
Pro-Football show and the CBS pre-
gaine Pro-Football shows. On net-
work radio, the tie-in will be on Mu-
tual's Sportsbeat.
• Wimda Were franchise deal-
ers kick-off DuPont's fall advertising
campaign this week in support of
carpets made of ]()0 f }< duPont nylon.
The schedule: June Allyson Show,
CBS TV and the Today Show on
NBC TV — to he supplemented at the
local level via 590 radio and tv spots
in 127 cities.
• Oldsinoltile (Brother) this
week will unveil its 19fi0 models via
a twin network hilling Tuesday: The
Dennis O'Keefe Show, 8-8:30, CBS
TV followed by a 60-minutc Bing
Crosby special on ABC TV. In addi-
tion to the tv effort, Oldsmobile will
sponsor Lowell Thomas in a series of
uighth newscasts on CBS Radio.
I See Auto Wrap-l p, this issue, page
31.1
• Mar} html Clnb Coffer made
it> Colorado debut last week over a
network of seven tv stations. The in-
troduction took the form of an hour-
long fashion spectacular featuring tv
.-tars and new fall creations with all
proceeds from the show (admission
at $10 per) donated to the Muscular
I)) atrophy Association. Agency: Clay
Stephenson A-sociates, Houston.
• Warner -Lambert Phariiia-
cen'ieal Co. will take part, this sea-
son, in its most extensive network tv
schedule — adding up to 11 weekly
network programs and three specials,
including, for the first time, partici-
pation in da) time tv via three ABC
TV shows.
AGENCIES
Doyle Dane Iternhaeh lias ac-
quired its first national food linsi-
THREE FOR ALL! KDKA (Pittsburgh) per-
sonalities (l-r) Bob Tracy, Clark Race, Carl
Ide staged "anything goes" bicycle race. Any-
thing did! Winner Tracy tossed pies at losers
THE SKY'S THE LIMIT when KOYN goes
all out for its radio promotion. Suspended 50
feet above fair grounds in Billings, Mont., stu-
dio attracted vast live and listener audience
SURPRISE! Lecta, one-year-old female circus elephant, pays unexpected visit to WERE,
Cleveland's morning show as part of station's Adventure Radio promotion, and is rewarded by
show's host Phil McLean with her favorite breakfast foods — popcorn and candied apples
SUMMA CUM LAUDE! Janet Elaine Hand,
voted "Miss-Back-To-School" in WABC N.Y.'s
contest at Palisades Amusement Park, poses
with d.j. Martin Block — one of lucky judges
65
WREX-TV
RATES
TH*
AMONG THE TOP
ONE HUNDRED TV MARKETS
* SOURCE: TELEVISION MAGAZINE
REX,
the friendly
Lion says . . <
"YOU GET THE LION'S
SHARE OF RICH
AGRICULTURAL AND
INDUSTRIAL MID'AMERICA"
Shoot Dead Center
for SALES POWER!
YES, STRAIGHT SHOOTIN'
RIGHT INTO 365,000
HOMES IN THE HEART
OF MID-AMERICA'S
AGRICULTURAL AND
INDUSTRIAL MARKETS
REPRESENTED BY H-R TELEVISION INC.
J. M. BAISCH GEN. MGR.
ncss account this week:
The Salada Junket division of Sa-
lada-Sheriff-Horsey, hilling about $2
million. This includes Salada tea.
Junket desserts and other food items.
The account was at SSC&B — now
the Liptou Tea agency.
The future of expansion-minded
small and medium-sized agencies
is in air media, said Emil Mogul
at the opening meeting of the
League of Advertising Agencies
in Nov York last week.
Warned Mogul, president of Mogul,
Williams & Saylor: "Agency man-
agers with the growth outlook should
be thinking of future expansion in
terms of developing an air media op-
eration. If they fail to see the advan-
tages of getting their feet wet now,
they'll not only miss the boat — they'll
never reach the pier in the first
place."
Profile of the American contest-
ant :
The contest division of Bruce,
Richards Corp. released to major
advertisers and agencies this week the
results of a national consumer survey
on the opinions and attitudes of
the general public towards con-
tests.
Among the findings: The majority
of the women entering contests
(,35/? ) and men (14.6%) are from
30 to 50 years of age; 45.6% are in I
the $5-8,000 a year income bracket;
41.7/1 of the contestants are house-
wives and the majority (39.4% ) are I
from large cities with over 100,000
population.
Agency appointments: Reddi-
Wip, Los Angeles, for its whipped
cream, billing §1 million, from
D'Arcy to North Advertising . .
ABC TV, billing $1.5 million, from
BBDO to Doyle Dane Bernbach
. . . The Phoenix of Hartford Insur-
ance Companies, to the Boston office
of Kcnyon & Eckhardt . . . Gulton
Industries. Metuchen, N. J., manufac-
turers of electronic equipment, for its
Alkaline Battery Division, to Doner
& Peck . . . Cedergreen Frozen
Food Corp. and the Peerless Meat
Products Co.. to Kraft, Smith &
Eh rig, Seattle.
NO, THIS IS "KNOE-LAND"
(embracing industrial, progressive Worth Louisiana, South Arkansas,
West Mississippi)
JUST LOOK AT THIS MARKET DATA
Population 1,520,100 Drug Sales $ 40,355,000
Households 423,600 Automotive Sales $ 299,539,000
Consumer Spendable Income General Merchandise $ 148,789,000
$1,761,169,000 Total Retail Sales $1,286,255,000
Food Sales $ 300,486,000
KNOE-TV AVERAGES 78.5% SHARE OF AUDIENCE
According to April 1959 ARB we average 78.5% share of audience from Sign On to Sign Off
7 days a week. During 361 weekly quarter hours it runs 80% to 100%, and for 278 weekly
quarter hours 92% to 100%.
CBS • A B C
A James A. Noe Station
Channel 8 Represented by
Monroe, Louisiana H-R Television, Inc.
Photo: Westinghouse Electric Corporation, Lighting Division Plant, Vicksburg, Mississippi,
producers of fluorescent and incandescent lighting equipment for commerce and industry.
KNOE-TV
66
SPONSOR • 26 SEPTEMBER 1959
iSSiSi
i nd their fc
Our Wisconsin farm gats (and their families) are distinguishable
today only by their added incomes! Here is truly the bountiful Land
of Milk and Money, Thousands of big dairy farms . . . scores of cl
small cities . . . 400,000 families enjoying CBS-ch. 2 television.
Here's the market to cultivate Sales!
IRON MT.
ANTICO }
^ MENOMINEE^
WAUSAU ■JU* R !'j! E y E ■
OCONTOI*
STEVENSJPT.
J wis. rapids'
(STURGEON
BAY
^appieton ^
I
1
OSNKOSHJ
- ■=" * s </
FOND DM LAC
MANITOWOC
5
SHEBOYGAN
WBAY
SPONSOR • 26 SEPTEMBER 1959
07
Merger: The Zakin Co. and Irving
R. Blumenthal. both New York. The
accounts of the two agencies will be
handled from Zakin offices at 27 E.
37th Street.
Thisa 11* data: Live and video tape
color tv production techniques were
demonstrated, this past week, at the
first fall meeting of the Agency
Broadcast Producers Workshop,
Chicago . . . Name change: the In-
galls-Miniter-IIaughey Co.. Boston,
to Ingalls Associates . . . New of-
fices: Jack T. Sharp Advertising,
to 3101 Euclid Avenue, Cleveland . . .
Resignation: Ann Smith, as radio/
tv director of the Ralph H. Jones Co.,
Cincinnati.
They were named v.p.'s: Robert
Aledort, at EWR&R . . . Joseph
Standart, Jr., and Jerome Dar-
row, at Y&R . . . Philip Cleland
and Jerome Roscoe, at C. J. La-
Roche . . . Jack Barnes, at Wunder.
man, Ricotta & Kline, New York . . .
Sid Blumenstock, to v.p. in charge
of the West Coast office of Charles
Schlaifer Co., New York agency.
More personnel notes: Hal
James, to partner of Robert C. Dur-
ham Associates, with the principal in-
terests in the radio/tv consulting area
. . . Richard Lamhardi, to radio/
tv director, Hoag & Provandie, Bos-
ton . . . Amo Johnson, v.p. and
senior economist of JWT, to chair-
man of the board of ARF . . . Philip
Worcester, to production supervis-
or on Alcoa tv commercials at
F&S&R . . . Dan Renberg, to assist-
ant account executive and marketing
research specialist for Campbell-
Mithun, Los Angeles . . . Pieter
tlcKadt, to senior project director
in the research department of Ogilvy,
Benson & Mather.
FILM
United Artists was served with an
anti-trust suit by the Justice
Dept., which is holding up on its
major anti-trust actions in the tv
field, pending final disposition
by the FCC.
The U.A. suit charges that acquir-
ing by the film company of the as-
sets of Associated Artists and C & C,
formerly competitors in the field of
distributing feature films to tv will
put U.A. into a monopoly position.
The assets concerned are the pre-
1949 libraries of Warner Bros, and
RKO.
A tv film company will be the
first in U. S. business history to
make an overnight shift of its
offices from one coast to the
other.
Portions of NTA's New York of-
fice were slated for airlifting to the
West Coast between the close of busi-
ness on Friday, 25 September, and
the beginning of office hours on Mon-
day. 28 September.
The Los Angeles offices will be in
the National Theaters and Television
building. NTA is a subsidiary of
NT & T.
Remaining in New York will be
Telestudios, program sales. NTA Pic-
tures and the station o&o unit. All
others will move to Los Angeles.
(Please turn to page 77)
Cadillac area people earn more money,
and —
WWTV COVERS
MORE CONSUMER
INCOME THAN
YOU'LL FIND IN
DELAWARE!
It's true! Consumer income in 36
Northern Lower Michigan coun-
ties where WWTV has NCS No. 3
daily circulation, both daytime and
nighttime, is higher than for the
entire state of Delaware*.
To top it off, no other station
WKZOTV — GRAND RAPIDS KALAMAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF FM — GRAND RAPIDS KALAMAZOO
WWTV — CADILLAC. MICHIGAN
KOLN-TV — LINCOLN. NEBRASKA
Aitaciated with
WMBD RADIO — PEORIA, ILLINOIS
WMBD TV — PEORIA. ILLINOIS
NCS No. 3 glvc-i WWTV tfo r hm. wtekly circa.
Saltan In 16,090 hamai, nighttime- circulation
In 106.130 hamai In 36 Michigan counties.
even approaches WWTV's popu-
larity in the important Cadillac
market. The latest Pulse survey
(Nov. 5-12, 1958) gives WWTV
leadership in 238 of 240 quarter
hours, Monday through Friday
(noon-midnight)!
Add WWTV to your WKZO-TV
(Kalamazoo-Grand Rapids) sched-
ule and get all the rest of outstate
Michigan worth having. If you
want it all, give us a call!
*Consnmer Spendable Income in Dela-
ware is $857.2 million. The WWTV
area has an income of $905.2 million.
WWTV
316,000 WATTS • CHANNEL 13 • 1383' TOWER
CBS and ABC In CADILLAC
Serving Northern Lower Michigon
Avery-Knodel, Inc., Exclusive National Representatives
68
SPONSOR • 26 SEPTEMBER 1959
MAN -0 -WAR (FRIGATE) BIRD
. . . Found Only In South Florida
By Wallace Hughe; FLORIDA W ILDLIFE Magazine
Florida Game and Fresh Water Fish Communion
WCKT-TV7, Miami
...Found Only In 424,000 South Florida TV Homes !
For reprints of this painting and for availabilities — N.B.C. Spot Sales
FAMOUS MEASURING INSTRUMENTS: 2
The
standard
by which
others
are judged
his meter bar, made of an alloy
of 90% platinum and 10%
iridium, is the standard
that governs all metric
measurements of length in the United
States. It is Prototype No. 27 of the inter-
national standards kept at the Inter-
national Bureau of Weights and Measures,
at Sevres, in France.
An accurate copy of the inter-
national standard, compared with it at
regular intervals to make sure it is still
accurate, this meter bar has engraved on
its surface two parallel lines. The distance
between them is the primary standard for
all metric measurements of length. This
meter bar is kept at the United States Na-
tional Bureau of Standards, in Washington.
There are no such precise gauges in
the measurement of mass audiences in tele-
vision. This is why such measurement is
difficult, at best. But American Research
Bureau, pioneer in the field, is regarded as
the ultimate in precision (within its own
rigidly denned limits), offering the most
precise measurements possible and report-
ing them to ARB clients with Accuracy . . .
Reliability . . . and Believability.
As a measurement of all television viewing
to all stations (direct, by community an-
tenna or translator station), ARB's family
viewing diary is second to none. No other
data-gathering device approaches its care-
ful preparation and field testing. But it is
not diary measurement alone that ensures
reliability. It is the manner of application,
with its many safeguards against distor-
tion, that sets ARB's validity apart. Skilled
interviewer supervision and the experience
of many years in handling over 20,000
family viewing records per month have
established ARB's diary measurement
technique as the utmost in . . .
Accuracy . . . Reliability . . .
Believability
AMERICAN
RESEARCH
BUREAU, INC.
WASHINGTON
NEW YORK
LOS ANGELES
CHICAGO
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
26 SEPTEMBER 1959
Cwrlghl 1051
SPONSOR
PUBLICATION* INC.
Robert A. Kicks, the Justice Department's temporary antitrust chief, it's ap-
parent, has little point of difference with the Harrow Report's recommendations
for sweeping changes in the tv network industry.
In fact, Hicks goes further than the FCC's network study group on the matter of option
time. This after completing his study of the report's recommendations.
The Bicks influence was largely responsible for branding option time a "per se"
violation of antitrust laws, a label attached by Judge Hansen before he resigned from the
job which Bicks holds temporarily, and to which lie may be formally appointed.
Bicks made no predictions about what the Justice Department will do when the FCC
finishes its consideration of option time, however. Meanwhile the occasional antitrust suits
against distributors of feature films to tv are evidences that the Justice Department eye con-
tinues on the industry. (Sec FILM-SCOPE, page 72, re suits against United Artists.)
The, FCC's own option time proposal-*, to cut from .'i to 2 \4i hours per broad-
cast day segment, to count "straddle'' programs entirely within option time, to
give affiliates greater freedom to reject web programs, passed another slow mile-
stone: Deadline for filing reply arguments has expired.
Whole thing boiled down to a statement by KTTV to the effect that the whole argument
of the networks is that they should be protected from competition. With the networks and
affiliates responding that KTTV is merely saying that the word of the Attorney Ceneral
should be taken as law, despite the fact that the Attorney General has himself said
that bis role is only advisory.
The networks and affiliates pointed out that no filings were made in favor of the FCC
proposal to cut option time by one-half hour, and only K'lTV opposed the practice entirely.
They said the KTTV position was counter to the FCC's findings that the practice is nec-
essary to survival of networks.
The networks and affiliates were just as much opposed to the alternate ideas advanced
by Westinghouse, the station reps, and NTA.
Sen. Mike Monroney (D., Okla.), long-time opponent of ratings services and
tv programing on the powerful Senate Commerce Committee, bus now lost his
patience with FCC tardiness in getting at least three tv stations on the air in most
of She nation's top 100 markets.
He told the Senate, just before adjournment, that the Commission has wasted five years,
and that perhaps a fire should be lighted under the commissioners.
The antitrust suit brought by the Justice Department against NBC in connec-
tion with Philadelphia stations WRCV-TV and WKCV Radio was disposed of this
week by the network agreeing to a consent decree.
Under the consent decree NI5C. agreed to:
1) Dispose of these two stations, obtained in a swap with Wcstinglioiisc, which the
latter charged was coerced.
2) Not to buy any interest in any other Philadelphia tv station for 10 years
or Philadelphia radio station for five years.
3) Not acquire an)' substantial interest in an) tv station in any of the seven major mar-
kets, not counting Philadelphia, without giving the Justice Department an opportunity
to ask the court whether coercion or restraint of trade was involved.
Sjl'ONSOt! • 2(> SliPTEMIJER 1959
71
Marketing tools, trends, news,
in syndication and commercials
FILM-SCOPE
26 SEPTEMBER 1959
Ctojrlght 1959
8P0N80R
PUBLICATIONS INC
Blue Plate Foods' next syndicated show in its 39 southern markets will he
MCA's Shotgun Slade starting in November.
The food sponsor signed for alternate week sponsorship through Fitzgerald Advertising,
of New Orleans.
Other new buyers of the show are: Busch Bavarian, Schlitz, Armour, Sun Oil and Con-
sumer's Co-op.
It may well he that video-tape rather than film is the tactic that will carry addi-
tional Hollywood majors into the tv fold.
Paramount Television Productions has named Stretch Adler as director of network sales.
Note that Paramount already has one tape pilot and intends to have others.
Keep in mind also that Paramoinil's KTLA, Los Angeles, has a program department of
evident national rather than local proportions.
Six of the seven new film scries to be carried on the Canadian network this
season are U. S. productions.
All of the shows will be seen in Canada before they're seen in the U. S.
The shows are: MCA's Riverboat, Staccato and The Deputy, Screen Gems' Man From
Blackhawk and Dennis the Menace and ITC's The Four Just Men.
The CBC s policy of getting shows on the air first north of the border will also apply
to such returning series as Father Knows Best, Lassie, Danny Thomas, Twentieth Century and
Walt Disney Presents.
There's been a dramatic rise this season in the importance of rc-runs in the
economics of tv film distribution.
For one thing, eight out of 21 shows currently reporting sales are re-runs; nine are
new shows, two are renewals and one is a revival.
Two distributors — CBS Films and ABC Films — are selling re-runs now without any new
properties to balance out their portfolio, and furthermore, other distributors such as ITC are
bearing down heavily on re-run income.
Although re-run prices rarely come up to first-run levels, one tally shows 625 re-run
deals compared to 866 first-run sales.
Compare the sales progress of re-run and first-run shows below:
RE-RUNS (OFF NETWORK) MARKETS SOLD
Jim Bowie (ABC Films) 72
Meet McGraw (ABC Films) 21
Phil Silvers (CBS Films) 90
Trackdown (CBS Films) -60
Californians (CNP-VPS) 15
Jeff's Collie (ITC) 167
Brave Stallion (ITC) 102
Sgt. Preston (ITC) 95
NEW FIRST-RUNS
Not For Hire (CNP)
Johnny Midnight (MCA)
Shotgun Slade (MCA)
Coronado 9 (MCA)
Four Just Men (ITC)
Grand Jury (NT A)
Manhunt (Screen Gems)
This Man Dawson (Ziv)
MARKETS SOLD
74
26
140
65
101
51
116
103
189
Lock-Up (Ziv)
Note: The only renewals reporting current business are NTA's U. S. Marshal and Screen
Gems' Rescue 8.
12
SPONSOR • 20 SEITKMUEK 1959
FILM-SCOPE continued
The syndication operation of United Vrtifls Tv has to date sold the Tides ol the
Vikings in 53 markets with the gross figuring around 8750, 000.
The regional sales include Laclede Gas (D'Arry), 1XL Foods in the northwest (Comp-
ton) and the Royal Castle Hamburger chains in the southeast.
Almost 20 markets were bought by Tv, Inc., a station buying group.
CBS TV Films has recruited a v.p., Robert Lewine, from NBC TV's program
hierarchy to take over the post left vacant hy I. en Harris" 1 exit, v.p, in charge of
program development,
Lewinc's title at NBC was v.p., tv network programs. He came over from ABC TV with
Robert Kintner about three years ago.
The NAB's tv code affairs department has set up an office in Hollywood to ad-
vise film producers.
The new office will cover code matters on an estimated 40% of programing seen on the
air. (That percentage is the share Hollywood producers ha\c of air time.)
However, syndication producers and shows won't be too much affected by ihe presence
of ibis NAB office.
The reason: Syndicated shows are largely self-censoring since they must prove
acceptable to a great range of buyers, many of whom aren't known in advance of scripting
and filming.
NT A has sigued a letter of intent with a Soviet film export agency providing
for an exchange of television programs and motion pictures.
It's expected that six feature films will be exchanged with the Russians in the next 12
months, and that NTA will receive cartoons and other films.
Since five native languages are involved in Soviet film production, their producers have
heavy dubbing experience and will handle all dubbing processes on the exchange.
No financial details were disclosed.
r— — ■— — ~ * — :
COMMERCIALS
A milestone in agency-prodneer negotiations on the production of video-tape
commercials is Leo Burnett's standard provisions contract — the industry's first —
signed with Telestudios.
The contract takes the video-tape producer out of the facilities business and makes him
a "total package" producer much like his film counterpart.
Under this contract, the producer supplies everything from start to finish once the agency
completes script, storyboard and specifications.
One implication is that agency film men will now be able to handle tape commercials
with ease; formerly only men with "live" experience could handle video-tape commercials
when they were figured on a costs-plus facilities basis.
Some 25 areas covered in the new contract — which might be widely copied — include qual-
ity, approvals, changes, delivery, performer's production and use fees, union codes, rights and
publicity.
(For details, see story this issue, page 35.)
Robert Lawrence is running a couiesl in Canada to pick !\Iiss TV Commercial
of 1959.
The contest is to stress the availability of lalent in Canada and to mark the open-
ing of Lawrence's new studios this October.
sroNSOK • 20 5KH KJUUKR 1959
73
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
26 SEPTEMBER 1959 BBDO is in process of weeding out smaller, unprofitable accounts.
cwniiiit i»m It wants to get rid of those that demand a lot of marketing services but feel they're
sponsor being imposed upon when the question of billing eomes up.
PUBLICATIONS 1N0
A tv executive for an agency heavy in specials told a freelance producer that one
of the clients was getting uneasy about the fees paid him.
Retorted the produeer: "But your client must remember I'm a genius."
Perhaps it's due to the paee of the tv medium, hut the term of survival in program-
ing and sales at the networks now is down to about five years.
In faet, some who have been around three vcars consider themselves veterans.
Y&K's Pete Matthews describes as "whimsical" the report that the ageney's
Chicago office lias to "clear time buys with the media department at headquarters."
The Chieago organization operates with full autonomy on this front.
What strongly favored Doyle Dane Bernbaeh as ABC TV's choice as new agency
was the faet that it was able to put a task force to work on the account immediately.
Other bidders admitted they couldn't promise what people eould be sprung loose
to get the network's eopy and serviee needs in the mill.
Bob Swczcy, who just retired from WDSU-TV-AM, New Orleans, is reported beaded
for a top executive post with the NAB.
He would step in as No. 2 man and take over the top spot when Hal Fellows decides
to retire.
Another report has him moving in as the executive director of the Tv Infor-
mation Office.
The angle that "I can get it for you at the retail rate" often is being used by
agencies pitching for accounts heavy in the spot' media.
A reeent ease in point is a national bread account whieh took the bait, and for the
first time in 20 years is getting the retail rate by letting the new agency buy time
through distributors.
The exit of the CBS TV account from McCaiin-Krickson is an illuminating exam,
pie of what happens when the top men in agency-client relations drift apart as the
result of accumulating responsibilities and interests.
Time was when Frank Stanton and Marion Harper, Jr., met frequently for
lunch. About the only time there's been any recent eontaet: a quick handshake at some
VIP reception outside the business.
As often happens in sueh eases, the influence factor is diluted, and people in the
lower echelons can topple things over.
/4 SPONSOR • 26 SEPTEMBER 1959
Big, new 50,000-watt KRLA Radio booms
a big, new sound — Modern Radio Los
Angeles — into America's fastest-moving
market. It's new, it's power packed and
it's smack at 1110, dead center on the dial.
New, million- dollar selling personalities!
New audience impact! New million -dollar
coverage throughout Southern California
—99 99/100% perfect! KRLA is a must-buy
in Los Angeles radio. And the availabili-
ties are prime. Your future is right now
on KRLA . . . Modern Radio Los Angeles.
For a franchise in prime time, at lowest
cost, on a 50,000-watt leader in the nation's
number-one radio market, buy now!
MODERN RADIO I LOS ANGELES
KRLA
I DIAL 1 1 10 I 50,000 WATTS
6381 Hollywood Boulevard., Los Angeles 28, Hollywood 2-7388
Ed Schulz, General Manager
Represented Nationally by Donald Cooke Inc.
New York, Chicago, San Francisco. Jack Heatherlngton, St. Louis
SPONSOR • 26 SEPTEMBER 1959
75
How many puffs in a station break-
or when does sales resistance become resentment ?
Be sure to shoot in COLOR .
You'll be glad you did
Here's another place where film comes into the picture
. . . because pre-testing is easy with commercials on film—
lets you test to your heart's content before you show them.
Important, too — film gives you full control of time and
station . . . keeps you in the driver's seat all the way.
Use black-and-white — or color . . . there's an Eastman
Film for every purpose.
For complete information write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY. Rochester 4. N. Y.
WRAP-UP
{Continued from page C8)
Sales: Zi\ reports it s going into the
1959-60 season with at least 37 na-
tional and regional advertiser:- who
have used Ziv product six )ears or
more . . . NTA's Grand Jury reached
$1 million sales mark with sales to
Savarin Coffee on WCBS-TV, New
York; 0"Keefe Brewing in Buffalo
and Watertown; Society National
Bank on WJW-TV, Cleveland; Schlitz
on WNBQ, Chicago, as well as to
D-X Sunra) for 32 midwest markets;
I other sales are to NBC o&o's WKC-
TV, Washington; WRCV-TV, Phila-
! delphia. and KRCA-TV, Los Angeles;
to Crosley stations WLW-T, Cincin-
nati; WLW-C, Columbus; WLW-A,
Atlanta; WLW-D, Da) ton. and WLW-
1. Indianapolis; station sales on
Grand Jury were also to KOA-TV,
Denver; WRCB-TV. Schenectady;
WCKT, Miami, and WKRG-TV, Mo-
bile; other advertiser sales were
made in Tampa and Fresno.
More sales: CN'P's Danger Is My
Business to WBRE-TV, Wilkes-Barre;
WHDH-TV. Boston; WJ TV, Jackson;
WSFN-TV. St. Petersburg; K0L0-
TV, Reno, and WWL-TV. New Or-
leans, and Union Pacific to WCAL-
TV, Lancaster; WABC-TV, Green-
wood: WRVA-TV, Richmond, and
WLOF-TV. Orlando.
Video-tape: The West Coast's first
independent video-tape production
company in full scale production is
National Videotape Service of
1000 N. Cahuenga Blvd. with com-
plete interior and remote facilities.
Two Ampex recorders are now in
operation and three more will be
added, providing both commercials
and programs production services.
Production: Ziv will spend S21
million on program production this
)ear for eight syndicated and four
network shows, compared to $16.5
million last year for six syndicated
and two network series . . . Among
11 tv film pilots being prepared by
Philip D. Krasne are now also Man
of the House, Gentleman Joe and
Trinity 4-3000; they are a situation
corned), a western and an action
melodrama, respectively . . . Another
Krasne pilot slated for Japanese pro-
duction will be The Searchers . . .
Screen Gems" The Uan From Black-
httick Mopped production for one
week to allow star Bob Rockwell to
address National Association of In-
,-nianee Agents, contention in Chi-
cago; he play? insurance investigator
in show . . . Mrs. Franklin Delano
Roosevelt will moderate Flamingo's
Thinking Things Through, a tape and
film panel series in which foreign
and American stndenls exchange
view s.
"Sneak" previews: Bernard L.
Schubert plans to "sneak"' preview
all of its forthcoming tv film series in
six cities, with as many as six epi-
sodes of each series to get the treat-
ment.
Office moves: Midwestern office of
Trans-Lu.v moves to 520 North
Michigan Avenue in Chicago . . .
Bernard L. Schubert opens a Ca-
nadian office at 2 Carlton Street,
Toronto.
Option time: NTA has asked to be
heard by the FCC regarding the sug-
gestion of making a half-hour of op-
tion time open dail) to an independ-
ent program supplier.
Strictly personnel: Barbara Lane
appointed production supervisor of
Robert Lawrence Productions . . .
Elizabeth Bain joins L A A as ex-
ecutive director of participating agree,
ments w ith stations.
NETWORKS
Tobacco advertisers spent $44,-
116.665 in network tv during
the first seven months of 59 — a
31% increase over the like pe-
riod of "58.
As tabulated by TvB. smoking
materials is now the third leading
classification in network tv. surpassed
only by food and food product* and
toiletries.
The six-months' gross figures of
leading advertisers in this classifica-
tion: R. J. Reynolds, S9.386.398; P.
Lorillard. S8.096.559: Liggett &
Mvers, $7,201,059: \merican Tobac-
co. $6,908,025: Broun & Williamson,
$1,539,021: Philip Morris, $3,907.-
096: and Bayuk Cigars. $3,662,496.
1 1
East Coast Division
342 Madison Avenue, Now York 17, N.Y.
Micfwost Division
130 East Randolph Drive, Chicago 1, III.
West Coast Division
6706 Santa Monica Blvd., Hollywood 38, Calif.
W. J. GERMAN, Inc.
Agents for the sale and distribution of
Eastman Professional Motion Picture Films,
Fori Lee, N.J.; Chicago, III.; Hollywood, Calif.
Debuting dates: Red Skelton be-
gins his seventh )ear on CBS TV, for
S. C. Johnson (FC&B) and Pet Milk
(Gardner) 29 September . . . The
hour \ersion of The Lineup airs 30
September on CBS TV . . . Dick
Powell'? Zane Grey Theatre, its fourth
season on CBS TV 1 October . . .
Perry Mason, its third season on
CBS TV 3 October . . . Lunch With
Soupy Sales debuts on ABC TV 3
October. 12-12:30 p.m. for Jell-0
l^&PO . . . Jack Benny returns to
CBS TV in a new time period Sun-
day. 4 October. 10-10:30 p.m. for
Lever (JWT) . . . Danny Thomas,
third >ear on CBS TV for General
Foods' (B&B) 5 October . . . Ozzie &
Harriet, eighth season on ABC TV.
7 October . . . Broken Arrow returns
to ABC TV 11 October for Mars
(Knox Reeves) . . . The Untouch-
ables, new hour-long series on ABC
TV debuts Thursday, 15 October.
(For a complete rundown of the
fall network tv schedule, see Tv
Basics, this issue, page 43.)
Another instance of AB-PT ex-
it a ii (ling interna' ional ward : it's
Beam your sales message to
DULUTH-
SUPERIOR
the
LARGEST
MARKET
in both Minnesota and
Wisconsin
Zooming sales have made the Twin
Ports metropolitan area the 2nd
largest marltet in size only to the
Twin Cities in Minnesota and Mil-
waukee in Wisconsin.
In WDSM-TV's coverage area live
800,000 people, spending over I bil-
lion dollars* annually.
You can best sell, best adver-
tise to this growing industrial,
shipping and vacation center
by using WDSM-TV . . .
•SRDS 5/10/59
AT THE HEAD OF THE SEAWAY
a WDSM-TV
DULUTH, MINN. NBC SUPERIOR, WISC.
purchased minority interest in Tv de
Costa Rica, San Josa. Scheduled to
air. in December, the new Channel 7
will be Costa Rica's first tv station.
Thisa 'n' data: Ryder Cup com-
petition between professional golfers
of the U.S. and Great Britain will be
televised for the first time Saturday,
7 November, on NBC TV for Val-
iant (BBDO), Chrysler's new econo-
my car . . . Broadcast Music, Inc.,
has acquired and will retain the BMI
stock formerly owned by NBC, for
821,320.
Strictly personnel: Charles
Ayres, v. p. for the eastern division,
tv network sales; Omar Elder, Jr.,
v.p. and general counsel for the tv
network and Daniel Melnick, v.p.
in charge of program development,
all ABC TV . . . Alex Kennedy, to
the newly-created post of director of
audience promotion for CBS TV . . .
Clifford Slaybaugh, to manager,
associated companies, NBC Interna-
tional Operations . . . Richard Heff-
ner, director of information pro-
{Please turn to page 81)
PETERS, GRIFFIN, WOODWARD, INC.
EXCLUSIVE NATL REPS.
WAYNE EVANS & ASSOC.
REGIONAL REPS.
CHECK /and
DOUBLE CHECK
V
WTHI-TV offers the
lowest cost per thousand
of all Indiana TV
stations!
One hundred and eleven
national and regional
spot advertisers know that
the Terre Haute market is
not covered effectively
by outside TV.
WTHI-TV
HANNEL IO • CBS — ABC
TERRE
HAUTE
INDIANA
Represented Nationally
by Boiling Co.
78
SPONSOR • 26 SEPTEMBER 1959
The WeeReBeL discusses "safes campaign ribbons" with Bert Mulligan^ Broadcast Supervisor,
Compton Advertising , New York.
Hone you heard what the Ul R B L
said to [amptan Hduertising?
We're rich in Columbus'.'
Average family income in the metropolitan trading area of Columbus, Georgia, is
higher than that of New York, Chicago or Detroit. In fact, only 21 other cities in
the U. S. beat it!
Over 85% of these hetter-than-average families own TV sets and \VRBL-T\ is
the only VI1K in the market. VRBL Radio is Columbus* CHS Affiliate with imagi-
native adult programming . . . high fidelity sound, plus stereo! Call 1I()LL1NGBLR\
and let VeeReBeL in Columbus start building business for you.
WRBL
TV-CHANNEL 4 • RAD10-5000 WATTS
a coLumBKJs, en.®
Represented by George P. Hollingbery Co.
■3*
SPONSOR • 26 SEPTEMBER 1959
70
Television is virtually all things to most
Americans— teacher for the intellectu-
ally curious, boon for the spectator
sportsman, nirvana for the shut-in, whipping
boy for the snide, frigate for the vicarious
traveller. It's a love-story in the early after-
noon, a nursery in the late, a news bulletin
anytime. It's a walk in the park, forum for
the thoughtful and microscope slide for politi-
cal candidates. It's an empathetic counsellor,
a weather report, a shot in the dark and a
trek across hostile Indian country. It's jazz at
the Philharmonic and a Verdi opera.
And yes, to some, unfortunately, it can
be too many spots back-to-back, or a quiz
show with omniscient contestants; to others,
a tired old Class B movie in place of crea-
tive local programming and public service.
To us, television is a medium with
endless vistas and inherent responsibilities.
We try to meet those responsibilities whole-
heartedly and with imagination. Our audi-
ences—and the number and calibre of our
clients — give us reason to believe we are
achieving that goal.
Responsibility in Broadcasting
80
SPONSOR • 26 SEPTEMBER 1959
®
KHOU-TV
Houston ( cbs-tv Spo/ Sales)
KOTV
Tulsa f/Vfrvj
KXTV
Sacramento (H-R)
WANE-TV
Fort Wayne ( Petty)
WISH-TV
Indianapolis (Boiling)
WANE-AM
Fort W\yne (Petry)
WISH-AM
lNDtANAPOLtS (Petry)
WRAP-UP
{Continual from page To I
pram service? for the CBS-owned ra-
dio stations.
RADIO STATIONS
The National Association of Kin
Broadcasters closed the meeting
in Chicago by putting the wheels
in motion to establish fin as ;i
major advertising medium.
According to Fred Rnhcll, of San
Diego, (newly-elected president of
the WKAlBl: "If Americans con-
tinue to increase listening to fin ra-
dio and buying fm sets at the rate
the\ have been in the last two \ears.
fm radio will surpass am within
se\ en years. "
Other new officer* of NAFMB:
v.j).. T. Mitchell Hastings, Jr., of
Boston: secretary. Frank Knurr*
Jr., Tampa: and treasurer. William
Toniberlin, of Los Angeles.
( See '"Newsmaker of the Week.''
page 0. for more on the convention.)
Radio station and agency copy-
writers were given by the HAB a
12-poinS guide to effective radio
eommcrcial copy.
The booklet states that there is no
''set formula" for writing copy, but
lists several guides.
An example: ''Translate selling
points into advantages. Use attention-
arresters such as slogans, catch-phra-
ses, or musical themes that become
identified with the advertiser."
Meeting note: For the eighth year,
WSM, Nashville, on 13-14 November
will hold its annual country music
d.j. convention. Registration ex-
pected to hit 20.000.
Change: Robert Swezey has resigned
as executive v.p. and general manager
of WDSU Broadcasting Corp.. New
Orleans. "Moving np to that position:
A. Louis Read, formerly v.p. and
commercial manager.
Ideas at work:
• Anyone for lunch: WMCA,
New York, marked the debut of Don
Davis, news and music featurist, by
gifting press and others w ith a metal
lunch hox containing champagne and
a caviar sandwich and this note:
"Have lunch on me— last of the hig
time spenders. '
• Promoting friendship: Dur-
ing the second annual Pacific Festival
this past week. Parke. Davis & Co.
gifted the rit\ of Osaka. Japan With
50. 000 capsules of Chloroni)cetin for
patients in charity ho.-pitals there.
Donation was inspired by K^A. J»an
Francisco at station s benefit show in
the Fox Theater, and represented 100
capsules for every person attending
this l\N \ ' Youth Festival."
News from the fm front: Three
Transcontinental fin station.*
WCK-FM. Buffalo: \\ KOC-FM.
Rochester and KFMB-FM, San Di-
ego began operations last week,
with the former two affiliated with
the QXB Network and the latter op-
erating as an independent with the
format built around the great jazz
field . . . LJiitlSlial sale: The Chi-
cago Sun-Times and the Chicago
Daily Xcirs (out of 15151)0) have pur-
chased a monthly Shakespeare play
series over WFMT. Chicago — and
plan using no commercial announce-
ments on it but presenting the pro-
grams as a public sen-ice for institu-
tional promotion . . . New sales or-
ganization: Western Fm Broad-
casting, to represent seven Los An-
iieles fm stations in sales promotion,
Tbtsa 'n* data: Ground breaking
ceremonies took place last week in
Cloquet. Minn, for WKLK's new
building, slated for late October oc-
cupanc\ . . . Maola Dairies of North
Carolina (Harry Gianaris & Associ-
ates) copped first award for radio
commercials in Milk Industry Foun-
dation's national advertising compe-
tition . . . The Fifth Third Union
Trust Co.. Cincinnati, completing its
21 consecutive \eavs as an advertiser
on WKRC. Cincinnati . . . W'MCA.
New York, and Sachs Furniture
Stores, celebrating their 35 years of
continuous association 2 October.
Station staffers: Cal IVrley. exec-
utive general manager and Warren
Ward, new station manager at
KSON. San Diego . . . James Wy-
ehor, to station manager. \VTRl T .
Muskegon. Mich. . . . Vic Sinian.
director of sales and Lou Miller, di-
rector of sales promotion at KMGM.
Albuquerque. N.M. . . . Tom Thorn-
ton, to national sales coordinator
and Jim McGovern. program
promotion and merchandising man-
ager for K\X and the CBS Badio
SPONSOR • 26 SEPTEMBER 1959
i!l
Pacific Network . . . Donald Pow-
ers, local sales manager, WCSH,
Portland, Me. . . . Dan Miller, local
sales manager, KCOP, Los Angeles
. . . Picrrina Rolule, director of
sales promotion, WTAG, Worcester,
Mass. . . . Carl Hallberg, to radio
operations coordinator, WDBO, Or-
lando, Fla.
REPRESENTATIVES
The John E. Pearson Companies
went through further reorgani-
zation alignments this «eek.
Centering in the Chicago and At-
lanta offices, the changes include:
Robert Flanigan, promoted to Mid-
west manager in Chicago; Stewart
Lewis, to Chicago sales executive;
and Jon Farmer, to head the Atlanta
office.
The Katz Agency is circulating
George Skinner's new manual:
The Nuts and Bolts of Radio.
The book, written by the Katz di-
rector of radio programing services,
covers all areas of station program-
. . . and
WOC -TV
FOR BEST
COVERAGE
IN THE
NATION'S 47th
TV MARKET
(Davenport, Iowa — Rock Island — Moline, Illinois)
The Largest Market between Chicago and
Omaha . . . Minneapolis and St. Louis . . .
the 47th TV market in the nation.
Population
1958 1959
Effective Buying Income*
1958 1959
1,599,500
1,632,100
Increase — 32,600
$2,668,806,000
$2,879,387,000
Increase — $210,551,000
TV Homes
Retail Sales*
422,800
Increase — 15,680
438,480
$1,918,167,000
$2,042,037,000
Increase — $123,870,000
'Sales Management's "Survey af Buying Power — 1959"
Col. B. J Palm
President
Ernest C. Sanders
Resident Manager
Pax Shaffer
Sales Manager
DAVENPORT
BFTTFNDORF
ROCK ISLAND
MOLINE
EAST MOLINF
WOC-TV is No. 1 in the
nation's 47th TV market — lead-
ing in TV homes (438,480),
monthly coverage and weekly
circulation — day and night —
as reported in the Nielson
Coverage Service No. 3, Spring,
1958. For further facts and lat-
est availabilities, call your PGW
Colonel . . . NOW!
WOC-TV Davenport, Iowa is part of Central
Broadcasting Co., which alsa awns and operates
'•"HO-TV and WHO Radio, Des Moines, Iowa
ing, including news, editorializing,
farm and religious programing, pro-
motion, production, public service,
station identification and program
department administration, equipment
and music.
Its purpose, as stated by Skinner
in tbe manual's introduction: "to de-
scribe the nuts and bolts of radio pro-
graming and to recommend the cur-
rently acceptable way of assembling
them into an effective broadcast pat-
tern."
The totality of radio dominating
the local market is what counts
for the local advertiser, stated
Lud Richards.
The director of radio sales devel-
opment of PGW, speaking before the
Raleigh Food Brokers (guests of
WPTF there), claimed that radio sta-
tions are capitalizing on the very
personal type of communication
they've -developed with listeners in
the area.
Rep appointments: To Devney,
Inc., KGHL-TV, Billings, Mont. . . .
To Good Music Broadcasters,
KCMK, Kansas City ... To Everett-
McKinney, WLAM, Lewiston, Me.,
with Kettell-Carter appointed New
England sales rep. ... To Walker-
Rawalt Co., WKXL, Concord, N. H.
... To Hil F. Best Co., KDOM,
Windom, Minn.; KOKO, Warrens-
burg, Mo.; KLPW, Union, Mo.;
KYRO, Patosi, Mo., and KVLG, La
Grange, Tex. ... To Broadcast
Time Sales, WKYW, Louisville . . .
To Devney, Inc., the U. S. rep for
CJME, Regina, Sask. ... To B-N-B,
Inc. Time Sales, the Los Angeles
rep for KNGS, Hanford, Cal To
Richard O'Connell, KGBT, Har-
.lingen, Tex.
Rep appointments — personnel :
John Logan, to Detroit sales man-
ager for CBS Tv Spot Sales . . .
George Preston, to the Detroit ex-
ecutive offices of Hil F. Best Co. . . .
Don Shauer, account executive in
the San Francisco office of Adam
Young . . . George Swearinger, ac-
count executive in the Atlanta office
of CBS Tv Spot Sales.
Add to personnel appointments:
John Coy, to west coast manager of
112
SPONSOR • 26 SEPTEMBER 1959
Jh
e
Confidi
ence
rador
in
radio
New Pulse studies show
McClatchy stations KM J and KFBK
lead in acceptance
New Pulse qualitative studies in Sacramento and
Fresno, California show the McClatchy stations,
KFBK and KMJ, suhstantially ahead in puhlic con-
fidence and acceptance.
Briefly, respondents were asked which radio
station:
1. gave most complete and accurate news
2. gave the greatest feeling of confidence in
advertised products
3. gave the best programming variety
In each case, KFBK and KMJ ran substantially
ahead of competition. In fact, in every instance, they
topped the next two stations combined in listener
favor.
Get what you want in your radio buy — listener
confidence, ratings, coverage and economy — from
KFBK and KMJ. Any Raymer man can give you
details.
$5; j McClatchy Broadcasting Company
SACRAMENTO, CALIFORNIA
PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE
SrOi\SOR • 20 SEPTEMBER 1959
83
This Solid, Seasoned, Sales-
minded, Station Executive is on
Target
• This well-known man has an ex-
tensive background in radio and
television sales, administration
and management
• Eleven years with a major net-
work in a demanding executive
capacity
• Seasoned in sales management,
station representation, and sta-
tion management — a man
thoroughly familiar with the
broadcast industry. Presently in
New York.
Write P.O. Box 17
They're all tops...
...in POPS!
(CCA PROOFS OF
PURCHASE)
The Boiling Co E. A. W. Smith
to manage the Detroit office and Rob-
ert Richer, to the New York sales
staff of Adam Young . . . William
Bee, to tv account executive in New
York, Edward Petry . . . S. William
Aronson, account executive. The
Meeker Co.
To the tv sales staff of The Katz
Agency: Robert Lefko, in New York,
Justin Cassidy and Charles Linton, in
Chicago and Layton Miller, in Dallas
... To the Katz radio sales staff:
Lewis Greist. in New York, Fred Dela-
hay in Los Angeles and William Fal-
lon. Chicago.
TV STATIONS
"Retailing; is the most expanding
area in tv today" noted Howard
Abrahams, v. p.- retail sales at
TvB, in the preface of a new TvB
selling brochure for member sta-
tions.
Abrahams emphasized that lack of
understanding is the major obstacle
to retailers using tv.
"This new presentation.'' the fore-
word continued, "is aimed at show-
ing how some retailers have used tv
so that their results can be used to
the benefit of others."
Ideas at work:
• Guessing game for timebuy-
ers: The date WHYZ-TV, the new
Duluth station, expects to go on the
air has been made the subject of a
national contest for timebuyers. What
they must guess: date, hour, minute
and second the station will first hit
the airwaves with its test pattern.
Prize: Vacations to Bermuda, Las
Vegas and Florida.
• Pulling power: Five months
saturation publicity and promotion
on WECT-TV, Wilmington, N. C,
turned out an estimated 70,000 spec-
tators to the two-day aviation exhibi-
tion and air show there. Co-sponsored
by the Civic Air Patrol and the sta-
tion, the program included displays of
aircraft and equipment worth over
$100 million plus daredevil air shows.
. To the fair: WWLP-WRLP
moved its mobile camera unit to the
Eastern States Exposition grounds in
West Springfield last week to bring
fair. Stations also taped crowds visit-
ing the live telecasts of the region's
largest fair, and played it back on the
tv -screens that evening.
• Its a hit: To help the Salem
Rebels, a farm ball team, have a
successful season, WSLS-TV and
WDBJ-TV, both Roanoke, staged a
baseball game in their stadium, at-
tracting a record-breaking crowd.
The game between the personalities
of each station was heavily promoted
by on-the-air spots.
Thisa 'u' data: One result of a
meeting of the Storz Stations' man-
agers in Chicago last week was the
decision to establish a scholarship
fund in each of their cities . . .
KIVA-TV, Yuma-El Centro has com-
pleted its new studio production fa-
cilities . . . WCAU-TV, Philadelphia,
will air a weekday a.m. Tv Seminar,
good for college credit . . . WPRO-
TV, Providence, R. L, will award
$1,000 for the best tv play script by
a New England author . . . For the
first time in its history, the Washing-
ton Dairy Products Commission will
sponsor tv programs via two half-
hours on KOMO-TV, Seattle.
Kudos: To Tom Franklin, Shell
news reporter on KGO-TV, San Fran-
cisco, the 1959 California State Fair
Gold Medal ... To WCAU-TV,
Philadelphia, the Communications.
Media award from the Philadelphia
Association for the Blind for its Re~
turn series.
On the personnel front: Amos
Baron, to director of tv sales for
the Broadcast Division of NAFI
Corp. . . . Terry Lee, to managing
director of WAGA-TV, Atlanta . . .
Joseph Evans, Jr., managing di-
rector of W1T1-TV, Milwaukee . . .
Francis Hunt, to operations man-
ager, KTV1, St. Louis . . . Arthur
Watson, business manager, WRCV-
TV, Philadelphia . . . Dunbar
Eherts, Lon Rossillo and Mort
Katock, to sales executives of Trand
Associates, a tv/radio packaging firm
. . . Donald Boyee, station man-
ager and Edward Zellefrow, tech-
nical manager, WSEE-TV, Erie . . .
Tom Leahy, to promotion manager,
KTVH, Wichita-Hutchinson . . . Jack
Williams, to promotion and mer-
chandising director for WSAZ-TV,
Huntington, W. Va. ^
84
SPONSOR • 26 SEPTEMBER 1959
-
r
OUlahomans are sold on
City X^BC Channel *
f Te evision System Inc.
The V/M iC Oklahoma City
V/KY Radio, burg> Fla.
WTVT, T^f^gomery, Ala.
WSFA-TV'Mortg Agency
Represented by ti
m ministers time kj
ts _
TOPEKA AREA &
Central Kansas
Gathers Bumper
Wheatjiarvest
3rd Year of Excellent Crops
Boosts Bank Depos.t to
New Record Heights
TOPEKA^CSpecial) --
Prosperity extends through-
out all Central Kansas and
the Topeka area
.or.rpcord wheat cr^JBP'
iatii
f-
it
• g'
to
'J
TOPEKA
Has 1 TV Station
WIBW-TV
Is It!
All Day- Every Day
Survey- Proved
WIBW-TV
Tops Competition
. . . serving a total of
38 Kansas Counties
As A Bonus
Wl B W-TV
Is The ONLY
TV Station Available
to 100,000
WHEAT-RICH
TV HOMES
in Central Kansas
WIBW-TV
CBS • NBC • ABC
Channel 13
TOPEKA, KANSAS
(Division Stouffer-Copper Publications)
Represented by Avery-Knodef, fnc.
86
Tv and radio
NEWSMAKERS
Lawrence W. Kliewer has been elected
v.p. of operations at the Peninsula Broad-
casting Co., Hampton, Va. Kliewer joined
the staff of Peninsula as an announcer
while he was attending William and Mary
College. A short time later, he rose to the
rank of assistant manager and, in 1953,
became operations manager for radio and
tv. Extracurricularly, Kliewer is a mem-
ber of the Newport News Planning Commission and also on the board
of trustees and executive committee of the Peninsula United Fund.
Cene Accas is the new v.p. for network
relations of Grey Advertising Agency, N.Y.
Accas, who joined Grey last year, is a vet-
eran in the field of broadcasting. He served
ABC as administrative v.p. and v.p. of sales,
development. He was also with NBC, in
radio sales development, and with TvB as
v.p. of operations at the industry trade as-
sociation. In announcing Accas' election to
the post, chm. of the board Lawrence Valenstein said, "We are for-
tunate in having someone who knows network operations intimately."
Charles Woodard, Jr., was appointed v.p.
and assistant to the president of the West-
inghouse Broadcasting Co. Prior to join-
ing WBC. Woodard served with CBS, first
as senior general attorney and later as as-
sistant general attorney. This year he was
elected Mayor of Hastings-on-Hudson where
he resides with his wife and four children.
In his new post, Woodard will serve
KDKA, KDKA-TV, Pittsburgh; KYW, KYW-TV, Cleveland; WIND,
Chicago; KEX, Portland, Oregon; WO WO, Fort Wayne, Ind.; WBZ,
WBZ-TV, Boston; WJZ-TV, Baltimore and KPIX, San Francisco.
Charles Young has been named national
sales manager of KTTV, Los Angeles, after
an eigbt-year tenure with the station as ac-
count executive. Young's promotion is part
of a major expansion in KTTV's sales de-
partment. Other appointments include Rob-
ert Bennett to local sales manager, James
Hoffman, assistant national sales manager
and Al Pryor to local account executive.
John Vrba, v.p. of sales, stated the move is being made to meet
the record-breaking business the station is receiving this year.
SPONSOR • 26 SEPTEMBER 1959
WJAR-TV- CHANNEL 10 • PROVIDENCE, R. I.- NBC ■ ABC • REPRESENTED BY EDWARD PETRY & CO., INC.
SPONSOR • 26 SEPTEMBER 1959
frank talk to buyers of
air media facilities
The seller's viewpoint
With this provocative letter from Cecil Wooduard, general manager of
radio station WEJL, Scranton, Pa., SPONSOR begins a neiv weekly
feature, "The Seller's Viewpoint." Planned as a much-needed forum
of communications in the air media field, "The Seller's Viewpoint''''
affords an opportunity for those who sell radio/ tv time and facilities
to speak out frankly and openly to advertisers about significant indus-
try problems. Mr. Woodward, in this crisj) statement, tells why many
radio men feel sliort changed by present measurement methods.
"Please measure us completely"
38 - - - - 23 - - - - 36 — Every
aspiring Miss America is judged on
the basis of at least three measure-
ments. Yet, all too often, radio is
bought on the basis of a single meas-
urement — audience size.
Now, win. lose or draw, we sub-
scribe to and believe in audience
studies, so this is no diatribe against
the use of survc) figures for audience.
We simply claim that we are entitled
to be judged by other important
measurements as well.
Sitting on the other side of the
desk, the side of the advertiser or
agency, there are a number of things
we believe to be mighty important,
perhaps even more important than
the audience numbers.
Here are just a few of those things
available on countless radio stations
in this country today.
When merchandising is offered,
you get exactly what )our competitor
gets — neither more nor less.
You are not multiple-spotted.
You get a minimum of 30 minutes
protection from competitors.
You are not in the company of
cheap per inquiry or mail order busi-
ness.
You benefit by outstanding pro-
gram and station promotion.
You buy from accurate coverage
mails without puffed up claims.
Your commercials are handled by
announcers trained and "sold" on
the value of commercials and their
importance. There is no haphazard
handling of commercials in the hurry
to get back to extolling the wonders
of Presley, et al.
No one gets an under-the-counter
buy to your disadvantage.
Station management monitors your
commercials to protect you against
sloppy live deliver) or bad technical
production of your recorded com-
mercials. After all, an affidavit doesn't
tell you about the start at wrong
speed, the deprecating intro by the
d.j.. nor the bored "live"' delivery.
Guaranteeing a time slot is not
considered enough ; you' are advised
and consulted on all program adja-
cency changes. If you bought next
to a sports show, those stations believe
you should know if a stock report
program replaces the sports show.
Those are just a few of the things
we think are important to you and
available to you on many stations
which don't happen to be number one
by the numbers.
Sure, it is our job to get these facts
to your buyers and to you, but by the
same token, we believe we could both
benefit if you could expand your re-
search to include personal agency
and advertiser visitation to markets
and stations to learn at first hand the
stature and the sales potential of the
stations in that market. First-hand
discussion with station managers
would also give you facts you need
to get maximum sales results.
Back to the numbers, briefly; when
we're on top we love them and when
we're not. we still think they are ex-
tremely important.
But wc completely disagree with
stations which try to tout you off the
top audience station by claiming it
appeals only to the kids. We also dis-
agree with those who by the use of
generalization manage to label sta-
tions in manners which fail utterly to
properlj classify them.
A station which does not play rock-
and-roll is not automatically a
"square" station with only a rocking
chair audience, nor is a station which
does play rock-and-roll a "kid" sta-
tion appealing only to teenagers.
For one very important reason, we
believe that agencies and advertisers
should explore the nature of all sta-
tions in a given market and use the
results of such exploration in com-
bination with the audience figures.
The important reason is the matter of
sales. Without them you and your
client would not be in business. And,
by the same yardstick, no radio sta-
tion can long survive without deliver-
ing sales results for you.
So — like aspiring Miss Americas —
please measure us completely. ^
38
SPONSOR • 26 SEPTEMBER 1959
fm years of it - ktiefedf Maskt/ille trade arm
As Nashville's original tall-tower station, serving 91 counties in 4
states, in the heart of the rich Southland, WLAC-TV has established
for the Nashville market the big-area concept.
Established loyalty, from area viewers, over a period of five years
to guarantee you maximum sales power when you buy WLAC-TV
in Nashville!
Since the first day on the air, August 5, 1954, WLAC-TV has
proven that maximum performance comes from maximum tower,
maximum power, PLUS the maximum in program service.
Nielsen it 3 clearly shows the big audience bonus
found only on WLAC-TV. Ask your Katz man.
Always the leader . . .
in the things that count!
Robert M. Rewschle
General Soles Manager
T 6 Baker. Jr.
E»ecutive Vice-Piendenf
and General Manager
National Representative. The Kati Agency, Inc.
SPONSOR • 26 SEPTEMBER 1959
lO-SECOND SPOTS
SPONSOR
Fm takes a giant step
Last week in Chicago, the newly formed FM Broadcasters
Association held its first convention, adopted hy-laws and
elected officers (see Newsmaker of the Week, page 6).
sponsor's editors, attending the meeting, report more
enthusiasm, determination, seriousness of purpose and prac-
tical planning on the part of fm station men than die medium
has ever known.
There's no question that fm is on the march. Interest in
fm programing, listening and advertising is building rapidly
in all sections of the country, as sponsor reported in its issue
of 13 June.
Dr. Sydney Roslow of The Pulse told the convention, "FM
no longer means the Frustrated Medium." He suggested that
a more proper designation for modern fm operations would
be "Finance Minded."
We wholly agree with Syd and believe that fin, having
taken a giant step toward industry solidarity, can look for-
ward to a bright and profitable future.
We welcome fin's emergence as a major factor in the air
media picture.
Radio conducts a polio clinic
The kinds and varieties of important public service which
radio performs locally never cease to amaze us. A letter
from Pittsburgh this week tells of a drive by station KQV to
get office workers in the Golden Triangle to have polio shots.
Following a saturation air campaign KQV purchased large
stocks of polio vaccine and, with the aid of local health, Red
Cross, and other volunteers, opened a five day clinic at which
10,000 Pittsburghers received Salk shots.
It was the largest polio clinic ever held. The moral to the
story: radio, on the local level, has become America's most
influential community force.
THIS WE FIGHT FOR: Greater awareness on
the part of national advertisers of the signifi-
cance of radio's local power. Radio's place in
community life gives it added stature and
heightened values as a selling medium.
Taking KASK to task: Envelopes
being mailed out by radio station
KASK, Ontario, Cal., bear the post-
age meter ad slogan: "The Total Sell-
ing Medium is The Daily News-
paper."
Corporate image: In the same 49th
and Madison building that houses
sponsor is a tenant listed as HELLER
HOPE, INC. We'll take Hope; the
alternative ive've tried.
Incendiary: Some years back, I
worked for a small town radio sta-
tion so understaffed that salesmen
often read on the air in the evening
the commercials they had sold during
the day. One of these salesmen be-
gan every announcement with,
"Folks, here's a red-hot special . . ."
which infuriated the manager. Each
time he was told to cut it out, he
blithely agreed to, but once on the
air, reverted to his "red-hot" intro.
One night, the station manager sat
with him in the studio. As the sales-
man said, "Red-hot special," the man-
ager whipped out a cigarette lighter,
set fire to the salesman's page of
copy. The salesman read faster and
faster, his eyes bugging in alarm,
and barely finished the sheet before
it turned to ashes. Never again did
he announce a "red-hot special." — I.
McMahill.
Faster relief: According to Phil
Stone, CHUM, Toronto, Khrushchev's
recipe for a hangover is raw cabbage
and cucumbers. Oh well, getting there
is half the fun.
Vicary-ous: From a news story in
the Humboldt Times, Eureka, Cal.,
sent in by Eureka's KINS program
and promotion manager Doyle Seely
— "A love-starved widow needled
John Crockett's wife over the phone
with strains of Seven Years With the
Wrong Woman and Oh, Johnny, How
You Can Love. ... In addition, the
37-year-old widow blew a whistle and
horn at times during the wordless
calls, the witness testified." Oh,
Jim Vicary, what hath subliminal
iv r ought!
Opinion: TV Guide reports a singer,
who tried to deduct the cost of gowns
she had worn on tv shows, was told
by Internal Revenue she could only
deduct the cost of "any gown she
can't sit down in."
90
SPONSOR • 26 SEPTEMBER 1959
IS
WHEELING'S
NEW
LEADER
TRENDEX confirms what Wheeling Valley lis-
teners know: WOMP Radio is the favorite station
in the market! Have you switched to the station
where the listeners are? Or, are you still buying
the stations where they were? And paying a
premium! Call Charley King direct, or JEPCO
in your city, about the BIG ONE with 35% to
40% of the audience all day! Your sales curve
will really romp with WOMP on your schedule!
REPRESENTED NATIONALLY BY PEARSON
NOW. . . more good music on WDOK!
Radio — as WDOK plays it
There's good news to tell you and so much more
good music to share, too.
By rearranging our schedule of commercial an-
nouncements between 10 a.m. and 4 p.m. daily,
WDOK now presents even more good music pro-
gramming.
This means more good music for the adult listener
in Northern Ohio, and better service for all clients.
Yes, WDOK is broadcasting even more heavenly
music. This is another indication of our earnest
desire to bring the very best in radio entertainment
to our listeners and to help clients get better results
through good programs.
Good programming goes hand in hand with good
advertising on WDOK — Cleveland's better music
station.
WDOK and you — that's harmony!
WDOK
Represented nationally by Broadcast Times Sales, Inc.
FREDERICK WOLF, GENERAL MANAGER
THE CIVIC BROADCASTERS, INC.
1515 EUCLID AVENUE, CLEVELAND, OHIO
ISTORY
OF THE
KSAN
POSITION IN THE RICH
SAN FRANCISCO- OA KLAND
NEGRO MARKET. .
USE HISTORY FOR YOUR YARD STICK- NOT HEARSAY.
u ||*F KSAN FOR mVFRAGF (IF THF RICH BAY ARFA NFfiRfl MARKET
Live Music
Archive
Librivox
Free Audio
Metropolitan Museum
Cleveland
Museum of Art
Internet
Arcade
Console Living Room
Open Library
American
Libraries
TV News
Understanding
9/11